Carrom Communications | Ntirety Case Study, Carrom Communications, A Brand Strategy Agency
Redefining a data services brand to focus on its core competency.
Brand Consulting, Brand Development, Brand Marketing, Branding, Messaging
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Redefining a data services brand to focus on its core competency.

The Client

Ntirety is a data services company that offers a broad swathe of services – from remote database management to business intelligence consulting. Clients range from large educational institutions to Fortune 500 companies. Ntirety approached us with a solid business goal and a cultural change in mind, but needed ways to effectively communicate those to the market.

The Challenge

While the company had a broad range of services, only a core collection of those offerings were providing strong, consistent revenue. So the plan was to jettison any extraneous services, and focus completely on Ntirety’s core competency – database management. This is a crowded space with many well-regarded competitors, so Ntirety needed a brand to support their vision and give them greater appeal.

First Step

Brand Positioning

We started a total rebrand of Ntirety, beginning with a competitive review. Our analysis showed that the staff’s incredible depth of database management knowledge, knowhow and experience exceeds competitors’ by a fair margin. This insight, combined with the experiences and input of past and existing customers, drove the development of a new positioning statement that encapsulated the core of Ntirety’s uniqueness in the marketplace:

Ntirety. The smartest, most insightful database services partner.

Second Step

Brand Essence

With their depth of understanding about database management across multiple platforms, as well as the enduring wisdom Ntirety brings to every engagement, we aimed to change the way CIOs, IT Directors and DBAs think about their database environments and the ways in which Ntirety could help them. Based on our established positioning, this led to an exciting Brand Essence:

Ntirety. The Database Dalai Lama.

Third Step

Brand Messaging

Now to translate this Brand Essence into a consumer-facing communications concept, we combined two elements: the dire need and worry of IT management and database managers, and ideas inspired by the Essence that are the light at the end of the dark database tunnel. Down this path, we arrived at a bold concept which is reflected through Ntirety’s website and all communications:

Achieve Database Nirvana.

Fourth Step

Brand Execution

We proceeded to extend the brand by rewriting the website, as well as adding a new explainer video and blog posts. With the new brand in place, Ntirety is going from strength to strength. It has allowed the company to increase its visibility in the database management space while remaining true to its mission of offering the broadest and deepest database management skill set in the industry.

You can see the new Ntirety brand in its full glory here: