Building A Challenger Brand
When Northern Ireland-based alt-net startup Fibrus approached ICON, they were at the very beginning of their journey—without a single customer. Their mission? To take on industry giant BT and bring high-speed broadband to underserved rural areas, offering connectivity where the “big guys” wouldn’t venture. They needed a brand that could win hearts and minds, while clearly communicating their purpose and ambition to potential customers in remote communities.
Our Approach
From the outset, we worked hand-in-hand with Fibrus to develop a fresh and dynamic brand that could grow alongside their operations.
Strategic Foundations
Understanding Fibrus’ audience was key to building a relatable and effective brand. By delving into customer insights, we uncovered the motivations and needs of their target market, enabling us to craft a brand strategy that truly resonated.
A Brand That Speaks
We designed a vibrant visual identity paired with a friendly, approachable tone of voice. This helped Fibrus connect authentically with customers, standing out in a competitive landscape dominated by established players.
Digital Backbone
The website we developed became the cornerstone of Fibrus’ digital strategy. This bespoke platform was designed to handle the complexity of their operations while delivering a seamless user experience:
Custom Pricing Engine: Dynamically adjusted pricing based on postcode availability, ensuring tailored and accurate offerings for each customer.
Postcode Availability Checker: Integrated with a database of over one million addresses, allowing users to instantly check if services were available in their area.
CRM Integration: Enquiries from the website were directly linked to the Fibrus CRM system, connected to an automated messaging system to enhance engagement and streamline the sales process.
Data Tracking: Using Google Tag Manager, we implemented advanced tracking to monitor user journeys, providing valuable insights to measure the impact of digital marketing efforts.
Delivering Results Across Channels
Beyond the website, we supported Fibrus with a comprehensive suite of marketing and communication tools:
Advertising & Campaigns: Engaging social media campaigns and targeted advertising raised awareness and drove customer acquisition.
On-the-Ground Branding: From exhibition graphics to vehicle wraps, we ensured the Fibrus brand was visible and impactful across all touchpoints.
Content Creation: High-quality video editing and social media management brought the brand to life and built community engagement.
Outcomes
Our partnership with Fibrus laid the foundation for their remarkable success. From launching their brand to enabling their digital transformation, we’ve been proud to support Fibrus every step of the way.
Today, they’ve surpassed 100,000 customers and have expanded their services into the north of England and beyond, a testament to their ambitious vision, the strong foundations of their brand, and the robust systems we helped create.
Continuing the Journey
As Fibrus continues to grow, we remain a trusted partner, providing ongoing support and expertise. Together, we’re helping bridge the digital divide, one connection at a time.
Ready to Transform Your Brand?
Let’s work together to create something extraordinary. Whether you’re starting from scratch or looking to scale, we have the expertise and creativity to make it happen. Get in touch today to find out how we can help your brand shine.
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