Case Study

CHALLENGE: SysEne offers complicated engineering consulting services in two extremely complicated industries that are overwhelmed with industry jargon. They needed clear and succinct brand messaging to help them sell their services.

THE TASK
Build a brand story for Sysene that clearly articulated their expertise and brings their two service offerings together.

A brand story that would speak to potential clients and employees (customer brand & employee brand).

Brand messaging will be used to fuel the development of a new website, but the brand logo will stay the same.

CHALLENGES
Their two service offerings are two business units operating independently in very different industries - large infrastructure transport projects and decarbonization.

The business units were so different that creating two brands was considered. The internal anecdotal brand split was that SysEne stood for ‘Sye’ systems and ‘Ene’ energy.

The team members in each business unit experienced them as separate companies.

SysEne operates in very complicated industries that overuse jargon, making it difficult to communicate.

The Approach

We needed to unite the business units, brands and team. To do this we:

Led a series of discovery sessions to uncover commonalities between the business units.

2. Defined the role of the company and it’s people as Management Engineering Consultants. Uniting the team and setting them apart from competition.

3. Crafted a company Vision & Mission Statements to act as a north star for full team and guide how they operated.

4. Facilitated a series of workshops to uncover SysEne’s Brand Promise. This gave the team shared language to describe what the company did and how it helped it’s clients.

Vision Statement

“We’re Champions of a healthier world. Healthier people, production & planet.”

People - all people supported by society to live healthier lives

Production - economy and businesses working hand-in-hand to thrive

Planet - collectively caring for, and protecting the planet

Mission Statement

“We create sustainable systems that promote healthier people, societies, businesses, economy and the planet”

Local Expert Guides

In Decarbonization & Transport Systems

SysEne’s brand promise

Reasons to Believe SysEne Team can Deliver on the Brand Promise

Subject matter experts

They journey with clients to their destination

Utilize the SysEne Way (Systems Thinking Approach)

Provide peace of mind

Become part of a clients team

To effectively communicate the new brand messaging and further differentiate SysEne from the competition, we employed the following strategic considerations.

Simplify the complex

Our goal was to use simple everyday conversational English that is universally understood in an industry that uses a lot of jargon.

Plus, using simple English further positions SysEne as experts. Only true experts understand their specialty well enough that they can explain it in simple language.

People First

The nature of their work is complicated multi-layered projects that can take years to complete. The consultant often becomes part of the clients team as the trusted expert. So showcasing their people is of paramount importance in marketing communications, and imparting a personal connection whenever possible.

Crafting a Brand Promise

From the shared direction the Vision & Mission created, we crafted a brand promise that encapsulated the unique value client’s could expect when working with any SysEne consultant.

A unique & compelling brand promise conveys something the customer needs & wants, something the brand (team) can deliver and is unique in the market.

The Output

The result is a comprehensive brand messaging framework that encompasses the Vision & Mission, Brand Promise, and supplementary messaging to reinforce it. This framework served as a guiding tool for creating the website and all marketing communications. It also acts as a strategic lens for aligning both marketing and business decisions, ensuring that each message and course of action aligns with the brand's promise company's overarching objectives.

New Website (created by SysEne partner)