A specialist audio-over-IP distributor now ranks first for its own product searches

Challenge

The firm distributes and resells a European technology that carries audio and control signals over IP networks. It is used in broadcasting, public address and emergency communications, and large projects in defence, transport and public infrastructure need it.

Yet the firm had no identity and no website. When a tender went out, procurement teams had no way to find it.

Buyers in this field are engineers and procurement officers. They search for a specific technology by name and expect to find a credible local supplier quickly.

Solution

A niche B2B firm does not need a large brand system. It needs a mark that looks credible to engineers and a site that loads quickly, ranks and collects enquiries. The team designed a mark based on a circuit motif, related to the product's field but clearly distinct from the manufacturer's own brand. The site states plainly what the firm is, shows the products and asks for contact details.

• Logo with a circuit mark and wordmark, in three lock-ups
• Website with homepage, products, solutions and contact pages
• Lead capture form linked to the firm's inbox
• A landing page template for case studies
• SEO groundwork for its core product searches in India

Results

The firm now ranks first for its core product search in India, and enquiries from defence and broadcast buyers arrived within the first quarter. A business that was hard to find now has a clear presence in its category.

Because the site is small and focused, it is quick to load and easy for the firm to keep up to date as new products and projects arrive.