Baseline Vision
Case Study
Auditing and developing a brand strategy for this emerging in-game Tennis Technology
The Mission
The mission of the project was to audit and develop a brand strategy for Baseline Vision’s emerging in-game Tennis Technology. The goal was to position them effectively in the market, differentiating them from competitors and communicating their unique value proposition. Through this process, our aim was to help them establish a strong and recognizable brand identity that would enable them to stand out from the crowd.
The Outcome
Our team took Baseline Vision through a comprehensive brand audit and competitor analysis, which provided insights into the current market landscape and helped us identify areas of opportunity. We then conducted a brand workshop to define and clarify their brand, which formed the foundation of the brand development strategy. Through this process, we were able to create a cohesive brand identity for Baseline Vision, which included a brand proposition, positioning, and messaging strategy that differentiated them from their competitors.
The Impact
Working with us had a positive impact on Baseline Vision’s new brand. They now have a highly distinctive and differentiated brand, with a well-defined brand proposition, positioning, and strategy to take them forward and compete in the market. Their brand identity now effectively communicates their unique value proposition and has helped them to gain recognition and establish themselves as a leader in the tennis technology industry.
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Services Provided
Brand Audit
Brand Alignment
Brand Strategy
Brand Positioning
Brand Personality Development
The Challenge
The main challenge we faced in developing a brand strategy for Baseline Vision was how to effectively communicate and position an emerging tech tennis brand in an already crowded market. The market was saturated with established competitors, making it difficult for Baseline Vision to differentiate themselves and communicate their unique selling points. Our team had to create a strategy that effectively communicated Baseline Vision’s strengths while also making them stand out from the competition.
Developing the brand strategy
After conducting the brand audit, our team developed a unique brand strategy for Baseline Vision that was centered around the concept of “engaging performance.” We used the insights gained from the audit to develop a brand positioning statement that communicated Baseline Vision’s unique value proposition.
Refining and focusing the brand Identity
Based on this positioning statement, we created a brand strategy that focused on three main pillars: engagement, fairness, and improvement. We developed messaging that highlighted these pillars and communicated the unique benefits of Baseline Vision’s tennis technology. Through this process, we created a cohesive brand identity that differentiated Baseline Vision from its competitors and effectively communicated its value proposition to its target audience. The end result was a brand strategy that provided a strong foundation for all of Baseline Vision’s future marketing and branding efforts.
The Outcome
As a result of our work, Baseline Vision now has a unified brand strategy, an effective positioning strategy, and a foundation for all their future endeavors. They have a clear understanding of their brand identity and are now better equipped to communicate their unique value proposition to their target audience. This has helped them to differentiate themselves from their competitors and establish themselves as a strong player in the tennis technology industry.
Chris is the person you wished you had spoken to sooner. When I received his email talking about the problems faced by a brand in the throws of an identity crisis, it was like he was peering into the depths of my soul. I called him immediately and set up a meeting. I warned him he had a near impossible task on his hands as I and many others had wrestled endlessly with the DNA of the HORNIT brand for years. We make make niche, innovative cycle accessories. He did a detailed, insightful brand audit and, having got inside the brand, had plenty of really good ideas we have since adopted. It was impressive stuff. He has also provided us with an extraordinarily detailed and helpful set of brand guidelines. It now means everything hangs together in the 'right' way and the whole team suddenly understands what we stand for and the direction we are going in. Since Chris' intervention we have been able to rebrand our packaging almost painlessly when before there was confusion and endless wasted time. He has made a truly remarkable difference in a very short amount of time.
Tom De PeletFounder, Hornit
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