Connecting the core of modern communications
Bandwidth and New Kind weave a story to unite a company that connects the world
Background
Connecting employees and customers all over the world is a mission-critical undertaking for many businesses.
Bandwidth is a universal platform for global enterprise communications that makes worldwide connectivity possible. And with an international acquisition in fall 2020, it greatly expanded its global scale and capabilities.
It was now a multi-segment, multi-platform company with 1200+ employees, selling to leaders at the Global 2000.
Industries: B2B Technology, Communications
Services: Company Messaging, Positioning, Product Messaging, Storytelling
Why New Kind?
In today's hyper-connected world, a clear voice is the secret sauce for company growth. The remarkable eight-month partnership that New Kind forged with Bandwidth was invaluable. Our collaboration was nothing short of a game-changer, not only in reshaping the Bandwidth brand positioning but also in setting a communication path for our unwavering commitment to future product success.
Hannah Magnan
Head of Brand Marketing
The Opportunity
FROM RISING COMPLEXITY TO CRYSTALLIZED CLARITY
Bandwidth was built to develop and deliver the power to communicate. Five years after an IPO, it had the opportunity to connect with with customers emotionally by creating a new story. One that extended their existing values to embrace new audiences.
Combining clarity with nuance was key. Bandwidth operates in a complex market where customers in one vertical are competitors in another. Its product suite was large, growing, and full of overlapping bundles and services.
The Bandwidth team brought in New Kind to collaborate in building a next-generation brand foundation. One that unified their message while resonating with a range of markets and audiences. And crystalized why Bandwidth exists and why that matters.
Positioning, Story, and Messaging
A CONNECTED JOURNEY TOWARD A CONNECTED STORY
Bandwidth was growing at a rapid pace. We focused our work together on holding space for discussion, guiding conversation, and acting as a catalyst for actionable thinking and authentic work.
Together, we were eager to move away from the technical toward the customer experience — focusing on how Bandwidth’s supportive internal culture led to successful customer experiences.
Our research and positioning framework helped everyone see from the same perspective and take productive leaps. Beginning by defining their business’ enterprise platform as a “universal platform.”
Next, we crafted an umbrella messaging architecture that bridged Bandwidth’s array of segments and products. At its core was a Visionary Way Message: Exceptional Experiences Everywhere.
We redefined the competitive frame of reference in our technology benefit: The Universal Platform for Global Enterprise Communication. It balanced hard assets and software in a unique value proposition: a connected messaging journey with visibility and control.
Messaging pillars emphasized the freedom to connect one’s communication tools, the ability to reach anyone, anywhere, and the confidence to overcome complexity.
We also provided the basics of how to adapt the messaging for different audiences, empowering internal teams to make the brand their own.
Messaging architecture sample
Brand story slides
The Outcomes
APPLYING A UNIFIED STORY TO NEW PRODUCTS AND MARKETS
Bandwidth now has a coherent market position, story, and messaging to demonstrate their market leadership to the world. And their growth has continued to accelerate.
Global 2000 corporations and digital pioneers choose Bandwidth to power integrated communications experiences across their enterprises.
And Bandwidth continues to launch new products and delve into new markets, all of which fit neatly into their story — including Bandwidth Maestro: a universal platform built for the enterprise that went on to win Best of Show at Enterprise Connect 2023.
Exceptional experience everywhere