Their best identity found

Redefining the brand in a cost-efficient and timely manner that eventually led to a successful acquisition.

The Situation

Data analytics firm Rifiniti provides analytics to help large corporations make space utilization decisions. When they came to Spencer Brenneman, they had been in business for about four years. However, the brand they became was not the brand they thought they would be when they started. The principals turned to us to help redefine who they were as a brand and how that comes to life. Plus, as a startup, they had a small team and tight budget, so visual updates had to be subtle, not a costly and time-consuming brand overhaul.

Data analytics firm Rifiniti provides analytics to help large corporations make space utilization decisions. When they came to Spencer Brenneman, they had been in business for about four years. However, the brand they became was not the brand they thought they would be when they started. The principals turned to us to help redefine who they were as a brand and how that comes to life. Plus, as a startup, they had a small team and tight budget, so visual updates had to be subtle, not a costly and time-consuming brand overhaul.

The Approach

Given their timeframe and a tight budget, we were not able to fully employ the Ask, Build, and Connect methodology. Instead, working with their senior staff as well as consuming existing customer and competitive intelligence, Spencer Brenneman walked them through the core exercise around developing their Why, What and How, and Way.

Given their timeframe and a tight budget, we were not able to fully employ the Ask, Build, and Connect methodology. Instead, working with their senior staff as well as consuming existing customer and competitive intelligence, Spencer Brenneman walked them through the core exercise around developing their Why, What and How, and Way.

The Result

After completing the Build portion of the methodology, we moved on to Connect, which included:

  • Brand narrative
  • Elevator pitch
  • Complete re-write of their website
  • Subtle changes to the color pallet that made the brand more exciting and innovating without disrupting business or budgets, and
  • Prevailing themes for all marketing and positioning going forward, even two years later.

Fast forward two years, Rifiniti returned to Spencer Brenneman for help positioning the firm for an important trade show. They wanted a theme to reinforce their brand, speak to a specific type of client, and highlight key differentiations. After reviewing competitors’ positioning and leveraging the already in place brand strategy, Spencer Brenneman came up with this theme:

You Always Know.
You always know where to find the greatest efficiencies for delivering the most productive workplace.

After completing the Build portion of the methodology, we moved on to Connect, which included:

  • Brand narrative
  • Elevator pitch
  • Complete re-write of their website
  • Subtle changes to the color pallet that made the brand more exciting and innovating without disrupting business or budgets, and
  • Prevailing themes for all marketing and positioning going forward, even two years later.

 

Fast forward two years, Rifiniti returned to Spencer Brenneman for help positioning the firm for an important trade show. They wanted a theme to reinforce their brand, speak to a specific type of client, and highlight key differentiations. After reviewing competitors’ positioning and leveraging the already in place brand strategy, Spencer Brenneman came up with this theme:

You Always Know.
You always know where to find the greatest efficiencies for delivering the most productive workplace.

The Takeaway

In 2019, FMSystems acquired Rifiniti for an undisclosed amount.

In 2019, FMSystems acquired Rifiniti for an undisclosed amount.

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Let’s get your vision out of your head and into your world