Repositioning for Growth - How Entirenet Leveraged a Branding Exercise into a New Corporate Strategy

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All organizations have information and knowledge they need to convey to employees, clients, and customers. Here is how Entirenet used a re-branding exercise to focus their business and experience explosive growth in the "knowledge transfer" business.

Like many Eastside companies, Entirenet grew up with Microsoft as their largest client and eventually found themselves wanting to diversify in order to continue to successfully expand. The company specializes in “knowledge engagement,” or transferring knowledge to employees or customers through content creation and editing, training development, knowledge delivery and localization. “We knew our expertise could be valuable to clients in other industries, as well as new clients within the Microsoft organization, especially since our consultancy/solutions model helps companies achieve business results quickly and cost-effectively,” says Jack Showalter, CEO of Entirenet.

Initial efforts to expand were very successful, and highlighted for management the need for new marketing tools that were less technology-centric, in order to tell their story more effectively. Despite the fact that Entirenet is in the writing, editing and “knowledge management” business, they recognized the value of partnering with a proven expert in the field of brand communications.

To capitalize on their positive momentum, Entirenet sought an expert to help them better communicate who they are, what they do, what makes them different and why those differences are important. They turned to the Bellevue branding and design company Blend Creates, with whom they had worked on a website design update about a year earlier. It was time again to update the content of the website and create additional marketing tools to create a clear, concise story.

As a strategic partner, the Blend Creates team reviewed the Entirenet business plan; studied audience perceptions, pain points and the competition; and conducted in-depth interviews with the senior management team to assess the market situation. The team recommended a “messaging framework” as the first step to any new or refreshed content. This document now serves as an internal tool and reference point to provide focus, clarity and a consistent message about who Entirenet is, what they offer, and the benefits they provide.

The framework is clearly organized into three main messaging pillars, with key features and supporting points for each. “A messaging framework is so helpful for clients looking to expand,” says Andrea Sames, Principal at Blend Creates. “The document, and the process leading to it, provide a solid foundation for everything that comes after, whether that is web site content or a brochure, even a tagline or a logo.” Showalter agrees. “The process of being interviewed, having assumptions questioned, getting an outside perspective—it was all extremely valuable to our management team, prompting many high-level discussions and decisions about other strategic plans.”

As a result of the messaging process, the team at Blend Create recommended the development of a tagline to better define what Entirenet does. While the Entirenet name had equity with current clients, it did not communicate much about the company’s scope of offerings. Using the completed messaging framework as a guide, the team developed a number of tagline options designed to provide more meaning. The selected tag, “Knowledge to your people,” is descriptive, confident and aspirational, while communicating the idea of transferring knowledge to others.

In addition to the messaging framework and new tagline, the Blend Creates team has completed a new logo, new website content, new sales sheets, new case studies, a web site refresh, and an overall redesign of the tone and voice used in Entirenet’s communication.

As a result of the initiatives undertaken in the past six months, Entirenet’s business is growing robustly:

  •     On track to grow year over year revenue by over 70%
  •     Headcount up by almost 40%
  •     Number of new clients up by 35%

“We know the business is out there. It was really a matter or taking a step back, getting some outside help, and reframing our story in a compelling way for a wider audience, while at the same time keeping true to our technology roots,” says Showalter. “We’re thrilled with the results, and I’m confident we have more growth ahead of us.”

Entirenet was founded in 1998, and has been solving communication and training challenges for Fortune 500 companies and startups alike ever since. As a consulting partner, the team at Entirenet develops end-to-end solutions to transfer any kind of knowledge to customers or employees through content creation, technical editing, documentation, eLearning, instructional design, localization, or other tools.

Blend Creates is an integrated marketing agency born from the mix of traditional and digital design. They specialize in helping clients create valuable connections between people and brands—online, offline, or through packaging and events. Notable clients include Microsoft, Peripheral Visions, Inc., HaloSource, RedDot Corporation and several Washington State wineries.

Jack Showalter, CEO, Entirenet
(425) 558-1000 x711

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Christina Williams
425.558.1000 710
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Jack Showalter
Entirenet LLC
425.558.1000 711
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