Repositioning an emerging business to target emerging business
Excellira engaged Blackcoffee to define and frame the company's multi-faceted offering with a clear strategy that would separate the brand from competitors. Within the field of SEO (Search Engine Optimization) and user experience a organization's "position" is often defined more by Google's opinion than by those of it's target audience—not an easy place to stand out and get noticed.
Excellira takes a different approach to driving and converting traffic. While many online marketers drive traffic by any means necessary, excellira is based on a founding belief that "traffic is only as valuable as the site's ability to convert. Where unqualified traffic wastes resources, qualified traffic generates opportunities."
Our research showed that the declining economy instilled an entrepreneurial spirit in many newly out of work individuals adding to an already growing segment of self-employed start-ups. These "start-ups" were engaging the web as their primary source of market exposure. This provided an opportunity to position excellira as the solution for emerging business.
The brand's identity would need to instill a sense of trust that these emerging businesses would remember, embrace, and engage. Naming the company, presented a unique challenge in that it would need to not only appear on Google, Yahoo! and Ask's first page results, it would need to dominate results of the search. This emphasis on search results led us to create a fabricated name with a unique spelling.
