Zethcon
branding

Simplicity and consistency in messaging

We started by doing our research. We read through all of Zethcon’s existing marketing materials, held interviews with various departments in the organization and asked our industry partners and colleagues about their understanding of the company. We researched top competitors, identifying consistent messages and opportunities for differentiation. One of the biggest branding challenges we identified upfront was prioritizing Zethcon’s brands. Zethcon only has one product, a warehouse management system (WMS) called Synapse. It’s a well-recognized and respected product, so some customers mistakenly associate the brands 1:1 and refer to the company as Synapse. To help communicate proper hierarchy and allow for future product offering expansion, we recommended always referring to the software as “Synapse WMS from Zethcon” on first reference and “Synapse WMS” in all later references – clearly calling it out as a warehouse software product in every use. And then we went to the messaging drawing board. We workshopped the ideal Zethcon business prospects, both from a demographic perspective (industry, size, geographic reach) and from a company characteristic perspective (goals, challenges, current software solutions used, operational workflows, etc.). We needed to answer the questions: “What does this ideal prospect need from a software partner?” and “How does Zethcon deliver on those needs?” We distilled it into three simple foundational elements – dedication, knowledge and nimbleness. Those were the three messages that would drive all future communications about the company and be the basis for their refreshed logomark.