Gather your ammo.

Research led Guru to some valuable findings. First, because many other companies had names similar to Concept Compression, there was a lot of brand confusion among customers. Second, Guru learned that the people of Concept Compression were liked and well respected. Consumers felt they could be trusted; they considered them the “good guys.” The third nugget Guru discovered: the oil and gas industry was highly relationship-driven.

Aim your strategy.

These pieces of information enabled Guru to create a winning new brand that eliminated brand confusion and allowed the company to be recognized for its greatest strength: its people. The new brand also appealed to a relationship-driven audience by positioning the company as a people-friendly brand versus a large global giant perceived as slow-moving, unfriendly, and bureaucratic. In otherwise, Guru hit the target.

Fire away your message.

Concept Compression was now called Sage and branded with the slogan: “Good People. Smart Solutions.” While competitor web sites are all focused on equipment – the new Sage brand and web site connects consumers with the people at Sage. For example, features like “Ask Trent” allow consumers to ask a respected gas compression expert about their gas compressor challenges. The site also contains a free compressor-sizing tool – the first of its kind online. Online training for operators, articles, educational tools and advice are also consumer-centric. Essentially, the new brand is all about promoting Sage’s true strength: its people. And people lead to success. The sheer depth of Sage’s web site dwarfs their competitors and has increased online sales leads by more than 2000%.