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hello@stepworks.co
+852 3678 8700
Or use our enquiry form
19/F, LKF 29
29 Wyndham Street
Central, Hong Kong
Aligning brand strategy to advance business goals
Business objectivesExpansion, Strategic shift, Upgrade brand
Born in 2008, Motherapp began as a pioneering mobile app developer. The visionary company produced a range of popular apps and quickly earned respect for their ability to create success for their team, partners and clients.
After 10 years the leadership team felt their name might be pigeonholing them as “just an app developer” and limiting future opportunities. It also sought a comprehensive review of its corporate identity and communications strategy.
The objective of the project was to correctly position Motherapp as the leader in smart digital applications in key sectors.
Leadership asserted – After exploring and testing a number of strategic directions, the team realised Motherapp’s core strength is the care they take to ensure success. This is crucial in view of the high failure rate of digital projects.
Misperceptions corrected – The process clarified Motherapp’s role and built a communications platform to position them as a digital business consultant instead of an app studio.
Clarity of purpose – Motherapp is a company founded on ideals and vision. These are clearly articulated to better attract and engage with the right kind of client, partner and potential recruit.
Greater credibility – Motherapp is now positioned to develop new opportunities in artificial intelligence, IoT and data analytics. Their obvious ability and caring approach raise their appeal in a sector serving people who are often understandably nervous about investing in technology.
Digital consultant Motherapp asked Stepworks to help build a new website as part of an extensive rebrand initiative. As digital specialists they are more than qualified to develop their own website.
They saw the collaboration as a valuable opportunity to get the perspective of an outsider. Taking the client role in a service relationship offered insights into how they might better serve their own clients.
Stepworks applied a methodology that enabled Motherapp to define, refine and approve messages and navigation before designs or code were produced. The website was carefully structured to help various types of visitor quickly fulfil their objectives. Best practice SEO was embedded from the beginning. Built on the popular Wordpress platform, the website is designed for easy maintenance and ongoing evolution.
Quality perception – A consistent delivery of relevant messages and polished identity associates the brand with quality and helps audiences identify the source.
Enhanced appeal – Motherapp’s careful and consistent approach to its own identity reassure stakeholders that their needs will be taken care of thoughtfully and with serious intention.
A technology service business like Motherapp’s offers little in the way of tangible product. It’s possible for users to become immersed in Motherapp’s work yet have no idea of its source.
This is why it’s important to convey an image of consistent brand quality at every possible customer touchpoint.
These touchpoints include user documentation, presentations, working environments, email, corporate communications and various owned media channels. Part of the rebrand project involved developing a set of branded tools, templates and guidelines that would ensure Motherapp always left a clear impression they cared deeply about all aspects of their business.
Quality perception – A consistent delivery of relevant messages and polished identity associates the brand with quality and helps audiences identify the source.
Enhanced appeal – Motherapp’s careful and consistent approach to its own identity reassure stakeholders that their needs will be taken care of thoughtfully and with serious intention.
“I am very pleased with the results of our rebrand. Technology keeps changing and so do our solutions and services, but what stays the same is our care to customers and interests in the intersection of business needs and technology innovation. With the help of Stepworks, customers can really see us for what we are, and easily understand the value we offer.”
Ken Law, CEO
Motherapp
hello@stepworks.co
+852 3678 8700
Or use our enquiry form
19/F, LKF 29
29 Wyndham Street
Central, Hong Kong