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Clearpoint's Clear Course Defines Brand Messaging for Robotics Software Co.

Background

5D Robotics is a robotics software company that integrates natural human behaviors with robotics hardware to improve the working relationship between humans and robots. The company was ready to start a PR program, but executives knew they needed to clarify positioning and messaging. They wanted to unify the 5D team in support of the messaging, and define differentiators from their closest industry competitors.

Challenges

Clearpoint Agency needed to assess the perception of 5D’s brand identity among employees to achieve the desired unified support; analyze the competitions’ communications to define the competitive landscape; and develop positioning and a corporate messaging platform in order to develop a strong brand perception against its competitors. We had to address all issues in relation to the 5D Robotics internal audience, and the industries 5D was selling into – the DoD and government industries, and commercial industries.

Solution

Clearpoint distributed a questionnaire to key employees and conducted one-on-one meetings with executives to get a true data download of their goals, concerns, and perceptions about the company’s strengths and issues. We reviewed three 5D competitors to assess their positioning and communication strategies. Clearpoint then facilitated a half-day workshop that included our findings from the internal audit and competitive research, a presentation on brand perception, interactive exercises, and a process to identify brand attributes and determine key messages by audience. This clarified what 5D wanted to communicate to employees, prospects and customers moving forward.

Result

Clearpoint Agency was able to define a corporate messaging and positioning platform, and provide clear communication tactics to 5D Robotics. We unified the internal team behind the new messaging and brand attributes. Clearpoint continues to manage this innovative company’s PR, marketing communications, social media and media relations programs moving forward.

SCOPE OF WORK:

Competitor audit
Messaging workshop
Key messages
PR plan
Press releases
Website refresh

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