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BRANDING NEWS: SDLC unveils a brand identity after three years trading

Software and solutions provider SDLC has launched its first brand proposition as part of a strategic plan to double turnover – to £8 million – and more than double the client base.

SDLC was set up three years ago – clients include Cat Gemini, BT, and Fujitsu – but it has been operating without a formal brand identity. Pete Stock, MD and founder of SDLC, comments, “I was sceptical [of having a brand] – I didn't see the value. We didn't focus on brand, just on what we did. As we're becoming more professional a quality image was needed.”

SDLC started working with Marketecture on the £50,000 project in November, the first stage of which involved market research. A survey carried out on six of its customers found positive perceptions of the business and its services but that it was lacking a formal, structured brand. According to Stock respondents claimed that the company was not doing enough to market and promote its capabilities.

The new corporate identity has been rolled out across all marketing materials including the brochure suite and website. The logo was also changed, “the change is subtle but it has smartened it up, made it more business like,” Stock adds.

The company's first subsequent marketing activity since the brand launch is a DM campaign which went out in May and coincided with the opening of a new office in Edinburgh.

The three-part mailing went out to 60 prospects, mainly IT directors in large, blue chip organisations.


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