Business Challenge
White Cloud Communications, a high-speed internet provider for rural Kentucky, was struggling to build brand recognition among its customers. White Cloud needed a new brand that would be recognizable and memorable in a field dominated by large, well-established players. And to capture and manage leads, it would also need a new website and CRM. With so many demands to address at once, White Cloud needed a partner that could identify the right solutions and so turned to Icon.
Solution
Branding is a big investment, particularly for a business like White Cloud, which was also making investments in other areas like infrastructure and operations. The new branding needed to differentiate the company by reflecting its mission, vision, and values, so we collaborated closely with client stakeholders to identify these foundational elements. We also conducted market research to ensure the new brand would appear unique to its target audiences. Ultimately, White Cloud rebranded as Broadlinc, and we built out brand guidelines and creative assets for both traditional and digital paid and organic media.
To capture the new leads flooding in, we developed a website strategy and built the new site, then trained Broadlinc’s team on HubSpot to manage and developing those leads.
Results
Using the brand identity we created as a launching point, Broadlinc expanded into additional markets and today operates as a major provider of internet services to businesses and residences in rural communities in Kentucky.
