Uniting Brand Voice Across Verticals for a Global IT Consulting Firm

Each vertical had its own voice, and Apex Systems risked sounding like a different company depending on who was listening.

The Problem

Through motivational data and insights, we aimed to bring cohesion to messaging from marketing, brand, and sales.

The Approach

We issued our standard survey, complemented with additional prospect and client data to discover how to unify the brand in a meaningful way to clients across verticals.

The Outcome

The newly formed brand was built from the inside out creating a foundation not just for recognition, but for resonance.

The Problem

With rapid growth came fragmentation and a diluted brand voice for Apex Systems. Apex Systems had earned trust across sectors for its cutting-edge IT and consulting solutions. But as their service lines and client mix expanded, so did inconsistency in how the brand showed up. Each vertical had its own voice, and Apex Systems risked sounding like a different company depending on who was listening. They needed cohesion. Not just in what they said but in what prospects and clients perceived throughout their consideration processes and paid engagements.

The Approach

In partnership with their branding agency, we helped uncover the motivational glue that ties it all together. Using our purpose-led foundation, Apex Systems:

Defined a unified brand purpose centered around self-reliance, support, and success.
Identified the emotional motivators (like Dependable, Empathetic, and Respectful) that clients crave across sectors.
Created a brand belief system and behavior set to anchor internal and external communications.
Aligned the brand voice across all verticals: commercial, public, and enterprise without losing nuance.

The Outcome

The outcome of using motivations was a brand narrative built to scale. With specific business outcomes still unfolding, early impact is clear:

Greater internal alignment across departments and geographies.
Stronger, more confident messaging in go-to-market and talent campaigns.
A re-energized brand team now equipped to deliver consistency and authenticity.

The brand is now built from the inside out creating a foundation not just for recognition, but for resonance.

Uniting Brand Voice Across Verticals for a Global IT Consulting Firm

Each vertical had its own voice, and Apex Systems risked sounding like a different company depending on who was listening.

The Problem

The Approach

The Outcome

The Problem

The Approach

The Outcome

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