Manchester-based Venom IT had the objective of moving away from a purely B2B wholesale business, to become a B2B retail provider of cloud and IT solutions. It also wanted to attract larger scale clients, such as progressive heads of IT at multinational organisations. Venom’s inconsistent branding, discounted sales-focused promotional materials and disproportionately low price point packages featured heavily on its website and were the central thrust of its communications.
This had the effect of ‘cheapening’ the brand, which had no consistency, presence or gravitas. The lack of rich, informative content also did nothing to strengthen the perception of Venom’s capability, credibility or experience, as perceived by senior IT professionals.