GAIN LINE – Full Brand Repositioning & Marketing Strategy for a Software Company
GAIN LINE is a based Manchester software and web development company that collaborates with companies to provide customised technology solutions that enhance operation, customer engagement, and business growth.
Their staff provides an array of services ranging from custom software development through to web development, integration, and technology alliances.
GAIN LINE recognised they required more robust brand positioning, more concise messaging, and scalable digital marketing to fuel their growth ambitions and compete in a more crowded market.
The Challenge
The business had rich technical capabilities and a good client offer but was missing:
A robust identity and marketplace positioning, having difficulties in clearly expressing what differentiated them in a competitive marketplace.
Strategic marketing advice, requiring an integrated solution that includes an integrated brand, website, and marketing campaign.
A digital marketing strategy, one that their internal team could provide confidently with the right data, messaging, and targeting intelligence.
The Solution
Our collaboration with GAIN LINE was centered on an entirely consultative engagement, offering strategic advice along with hands-on implementation in brand, web, and digital marketing.
Brand Repositioning & Identity Creation
This initial step was a complete repositioning process to define:
GAIN LINE's key value proposition, what they do, who they assist, and why clients must work with them.
Their target audience personas, determining the industries, roles, and decision-makers best suited to their services.
The brand tone, messaging and visual identity, consistent across all touchpoints, from website wording to sales dialogue.
We collaborated with the GAIN LINE leadership team to create their new brand identity, one that showcased their expertise, technical capability, and collaborative approach.
Rebrand Management & New Website Launch
With the brand positioning in place, we:
Led the rebrand initiative, collaborating with creative and development agencies to implement the new visual identity.
Coordinated the design and development of the new website, ensuring it communicated the new messaging and addressed potential clients directly.
Wrote SEO-optimised website content balancing technical expertise and business accessibility, describing highly technical services in terms decision makers could understand.
Provided a site design that not only reflected GAIN LINE's services but also enabled future digital marketing and lead generation.
The outcome was a website that eventually kept pace with the quality of work they produced, as well as establishing a solid base for future expansion.
Digital Marketing Strategy Development
After the new identity and site launch, we developed a comprehensive, data-driven marketing plan that internal GAIN LINE teams could act upon, including:
SEO Strategy: Definition of target keywords, content development strategy, technical SEO requirements, and backlink acquisition opportunities.
PPC Strategy: Establishing a setup of search and display advertising, keyword targeting, bidding strategies, and ad copy templates.
CRM & Reporting Recommendations: merging data streams to monitor performance from first click to enquiry and conversion.
Content Marketing Roadmap: Selecting thought leadership titles, case study styles, and blog styles to optimise SEO and brand authority.
The Results
Upon completion of our consultancy services:
The new GAIN LINE brand and website were delivered successfully, with uncomplicated messaging, good visual identity, and a website optimised for credibility and lead generation.
A complete data driven digital marketing plan was handed over to the in-house team, tied back to commercial objectives and established to be measurable.