Telling Your Brand Story: A Case Study

[double b] design + copy
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CASE STUDY
T E L L I N G
Y O U R B R A N D S T O R Y
A C A S E S T U D Y O F R E I N V E N T I N G A C O R P O R A T E V I S I O N A N D C O M M U N I C A T I N G
Y O U R B R A N D S T O R Y T O S T A K E H O L D E R S A N D P R O S P E C T S
[double b] design

CASE STUDY
[double b] design+copyWHAT IS A BRAND STORY?
Your brand is much more than your company logo, a catchy
campaign tagline or even the words you use to talk about your
company. In fact, your brand is not even controlled by you, but
is the sum perception of those who know about your company—
your product or service. But your brand story can be the foundation
for your brand and the key to your future growth, because your
brand story can influence the perception of those who hear about
you for the very first time, and every interaction thereafter. Your
brand story then, must resonate with your audience in an inspiring
and authentic way.
Get your brand story right, and your
company and brand can thrive.

CASE STUDY
4
We see the need
to reinvent ourselves
to ensure success
“
ONCE UPON A BRAND
What does a company do when the
market has changed so much that its
current vision and offering is no longer
viable and competitive?
The smart leader must reinvent the company
in order to survive.
That’s why Patriot came to me.
And thus was born a new brand story
enabling the company to thrive...happily
ever after.

CASE STUDY
IT STARTED WITH A VISION
Patriot leadership came to me with a new vision and a goal. But they had no
idea how to communicate their mission to stakeholders, employees and then
to the market. They needed help to define the story.
Through the years Patriot had evolved into two types of offerings: 1) contract
manufacturing for software and hardware and 2) cybersecurity professional
services and consulting. Trying to be both was confusing and diluting their
resources and marketing efforts.
The new vision was to become unlike anyone else in the marketplace: an
Amazon-like marketplace for vendors, resellers and contract purchasers of
high-tech products of all kinds with a specialized industry expertise offering
comprehensive market-development advantages. Their new service focus
would be all about taking the product idea from concept and build to sales
and beyond...

CASE STUDY
SOMETIMES THE STORY STARTS AT THE END
To develop a story it helps to know where you’re going; what is the
outcome or happy ending? So, with Patriot, we defined the happy ending
as “business success”. That’s what everyone wanted.
Vendors want to build and sell their product like hotcakes.
Resellers want more scope in their portfolio so they can market and
sell more products for profit.
Contract purchasing agents need to fulfil their customer requests by
sourcing the very best manufacturers who are experts in their market and
who offer competitive pricing with exceptional support, training and
distribution channels.
Patriot offered success to all these “customers”. Likewise, Patriot’s business
was renewed; their employees would be secure and happy. Win-win-win!

CASE STUDY
BUILDING THE BRAND STORY
This “end result” became the seed for the brand story we needed to tell.
With the theme of success, the brand tag line became:
“From concept to completion, see your technology soar!”
Patriot would be defined as a “business acceleration service” company,
speeding up the process of bringing a product to market and facilitating
the success of other companies who support the sale of that product.
That brand story took on several different versions depending on the
audience we were talking to, but the brand elements, once defined,
remained consistent.

CASE STUDY
DEFINING HOW PATRIOT
BRINGS VALUE TO CUSTOMERS
Leadership offered this... ...which evolved to this... ...and this.
Business Acceleration Services
From Concept to Completion
Engineering • Logistics • Channel
www.patriot-tech.com
Innovate
Integrate
Accelerate
The development of the visual language went
something like this:

CASE STUDY
DELIVERING THE MESSAGE
To sell the vision to inside stakeholders we used
inspirational imagery. And, we made sure to
address employee concerns up front.
When communicating a new vision and brand story to
inside stakeholders, be sure to address questions like:
• Why are we doing this?
• Will it make a difference?
• How will it impact my job?
• What is the path to get us there?
In delivering a “change” message, be sure to also include issues like:
• Top-down management support, and means of communication
• Milestones and metrics you’ll use to measure goals and success

CASE STUDY
THE INTERNAL PRESENTATION
Patriot: May 2016
8
Will this makea difference?
Yes!
§ This change allows us to deliver a clear and uniquevalueproposition to prospects
§ This change aligns our corecapabilitiesand strengthsto maximize opportunity for growth
§ Valueof an integrated service organizationis greater than the sum total ofit’s parts
15
The futurelooks bright
3
Patriot has been at odds…
Security Reseller 02
Manufacturing 01
• Product Support
• Product Fulfillment
• Product Manufacturing
• Product Branding
• Product Design
• Channel Registration
• Professional Services
• Training
• Reseller & Channel Distribution
• Sales Operations
…withitself!
§ Fragmented business units and focus
§ Confusion within and to the market; who is the customer?
§ Despite our best efforts, we’re going nowhere
§ Market is leaving us behind

CASE STUDY
FROM ROCKETS TO EAGLES
Leadership was sold on the “soar” concept but we had a hard time getting
complete buy-in on the rocket. I explored many styles and versions, and
then it seemed like suddenly there were rockets everywhere in the marketing
world—in ads and logos and start-up messaging. In the end we switched
gears and went with a stylized eagle, which related closer to the original
Patriot brand, and was an easier “sell” internally.
[double b] design+copy
BRANDING FOR:
Rockets:
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BRANDING FOR:
Rockets:

CASE STUDY
AN EAGLE... (NOT A GOOSE OR A DOVE... EEK!)

CASE STUDY
THE BUSINESS CARD
We devoted time up-front on the business card because we were essentially
ironing out all of the brand elements in the process. We even debated the
need for traditional cards at all in this digital age. Do people even use them
any more? What should it communicate?
In designing your card, answer the hard questions:
1. Who will use your business cards and what is its main purpose?
Modern options include a focus on social connections with an emphasis
on trade-show use; explore smaller, unusual sizes.
Innovate, Integrate, Accelerate...
PATRIOT Business Acceleration Services
Steve Keefe
President & CEO “Chief Rocket Scientist”
301-695-7500
410-736-8488 steve@patriot-tech.com

CASE STUDY
Another essential theory is that a business card, even in today’s market, is
a refection of your brand first and foremost. What does it need to look like to
communicate that? Does it tell your brand story and stand out as unique?
This two-sided, accordion card folds to a small, square card.
Corporate Office:
51 Pegasus Court, Suite F
Frederick, Maryland 21704
Toll-free 1-877-721-8791
information@patriot-tech.co
Steve Keefe
President & CEO
“Chief Rocket Scientist”
BUSINESS ACCELERATION SERVICES
Concept to Sales at Light Speed
What we do
Patriot is a technology services company
focused on the acceleration of your
business. We bring your product to market
faster by leveraging our engineering,
fulfillment and channel expertise while you
Soar!
Accelerate
Integrate
Innovate
Corporate Office:
51 Pegasus Court, Suite F
Frederick, Maryland 21704
Toll-free 1-877-721-8791
information@patriot-tech.co
Steve Keefe
President & CEO
office: 301-695-7500
mobile: 410-736-8488
steve@patriot-tech.com
Concept to Sales at Light Speed
What we do
Patriot is a technology services company
focused on the acceleration of your
business. We bring your product to market
faster by leveraging our engineering,
fulfillment and channel expertise while you
focus on your core value. From concept to
sales, we’ll make your idea soar.
Soar!
Accelerate
Integrate
Innovate

CASE STUDY
Discarding both of the preceding options, leadership decided to stick
with a traditional size, but we still had trouble deciding what was essential
content for the card.
When advising your client, avoid the pitfall of trying to fit everything!
Soar!
Accelerate
Integrate
Innovate
CONCEPT TO SALES AT LIGHT SPEED.
Steve Keefe
President & CEO
“Head Rocket Scientist”
Office: 301-695-750
Mobile: 410-736-8488
We bring your
product to market faster
Steve Keefe
President & CEO
Office: 301-695-750
Mobile: 410-736-8488
Concept to sales at light speed.
Accelerate
Integrate
Innovate
At Patriot, we’ll make your business soar
with our engineering, fulfillment
and channel expertise, while you focus
on your core value.

CASE STUDY
Steve Keefe
President & CEO
Office: 301-695-750
Mobile: 410-736-8488
Accelerate
Integrate
Innovate
At Patriot, we’ll make your business soar
and channel expertise, while you focus
on your core value.
Steve Keefe
President & CEO
Office: 301-695-750
Mobile: 410-736-8488
Patriot will make your business soar
and channel expertise, while you
focus on your core value.
Accelerate
Integrate
Innovate

CASE STUDY
Steve Keefe
President & CEO
Office: 301-695-7500
Mobile: 410-736-8488
SEE YOUR TECHNOLOGY SOAR
Business Acceleration Services
From Concept to Completion
Engineering • Logistics • Channel
Innovate
Integrate
Accelerate
THE FINAL VERSION
The final card included only the most essential content with a
clean and simple aesthetic. The business card exercise forced us
to refine the brand elements that would then be used on all other
pieces moving forward.

CASE STUDY
COLLATERAL DEVELOPMENT
Concept to Completion
Innovate Integrate Accelerate
Contracting Officers:
At Patriot Technologies, our focus is getting products to market faster. Find the
security solution providers you need to fulfill your contracts quickly, before
year-end budgets run out. With a wide range of security tools and the professional
services, personnel and training needed to support them, Patriot has what you’re
looking for.
Security Tool Sourcing:
Approved Federal Government Contracting:
Small Business NAICS Codes:
541519 Other Computer Related Services
334111 Electronic Computer Manufacturing
443120 Computer and Software Stores
423430 Computer and Computer Peripheral
GSA# GS-35F-4363D
NIH SmartBUY BPA# HHSN263201500125B BPA#
W91QUZ-06-A-0005 (Websense)
Maryland DoIT Commercial Off-the-Shelf Software
(COTS) Contract 060B2490021-2015
We Accept IMPAC Visa Card
GSA Available:
Bit9/Carbon Black
Black Stratus
BlueCoat
Catbird
Check Point
Cloudera
DT Research
EIQ
F5
NetOptics/Ixia
Route 1/Mobikey
Skybox
SSH
Townsend
Tripwire
Tufin
Veracode
Open Market:
Dell
Entrust
Hexis/Watchguard
Lenovo
PaloAlto
Super Micro
Sysorex/AirPatrol
Triumfant
Secure your year-end purchases from Patriot
...FAST!
FireEye
Forcepoint/Websense
Forescout
Fortinet
Guidance
Infoblox
Intel/McAfee
Kaprica
MobileIron
Patriot Technologies, Inc. • Phone: 301.695.7500 • Toll Free: 1.888.417.9899 • Email: information@patriot-tech.com • www.patriot-tech.comPatriot Technologies, Inc. • Phone: 301.695.7500 • Toll Free: 1.888.417.9899 • Email: information@patriot-tech.com • www.patriot-tech.com
A Unique Integrated Service Provider
Unlike value-added resellers or integrated contract manufacturers, Patriot had a better
vision of a “concept-to-sales marketplace” that serves vendors and resellers alike.
By bringing more product vendors to the table, our vast and diverse pool of resellers
have more products to market. And by building out our network of channel resellers,
Patriot can source the perfect channel to sell our vendor’s products more efficiently
and profitably. This win-win formula feeds both ends of the product-marketing funnel
allowing businesses and sales to soar!
So whether you’re sourcing a manufacturer for your brand new product idea, or looking
for a more efficient way to produce and distribute a tried and trusted solution, see what
Patriot’s line of business acceleration services can do for you.
Engineering Services
Patriot’s expertise lies in engineering
design and manufacturing of diverse
hardware and software products for the
cyber security market , healthcare and
other commercial markets.
Product Design
(Electrical, Mechanical, Industrial)
Cyber Security (Testing, Management,
Audit, Compliance)
Product Customizations & Enhancements
Product Qualification & Certification
Testing
Compliance Management
(TAA, Emissions, Safety, Environmental)
Life Cycle Management
Professional Services (Pre/Post Sales
Support, Configuration, Installation,
Training, Management)
DFX Design Review
(Design for Manufacturing, Test)
Supply Chain Management
CONTACT:
Dewayne Adams
dadams@patriot-tech.com
Fulfillment Services
We have the product experts to manage
the life-cycle of your product from concept
to longevity and help you integrate
processes to streamline your business.
Assembly, Integration, Rack Integration
Custom Image Load, BIOS Configuration,
& Testing
Branding
Supply Chain Management
BOM Control & Change Management
Build Schedule (Forecast, BTO)
Stocking & Same Day Shipping
Exporting VAT Management
Worldwide Stocking
Demo Pool Management
RMA Product Support Services
Worldwide Advanced Replacement
Worldwide RMA Repair
Multiple Geography Manufacturing
CONTACT:
Amy Boyer
aboyer@patriot-tech.com
Channel Services
Patriot offers a vast network of channel
resellers and is expanding all the time.
If we don’t have the right reseller,
we’ll find one or sell it direct. Channel
partners have the patriot advantage
of more vendors and the Patriot sales
organization to help them succeed.
Order Processing
Renewal Processing
Credit & Cash Flow Management
Information System Integration
Channel Development
(by Vertical Markets, Geographies)
Customer Data Base Development
(Selling our Data)
Marketing Campaigns
Contract Vehicles & Teaming
Marketing & Training Material
Reseller Product Training
Sales Engineer Support
Registration Program Administration
Sales SPIFF Program Administration
Company Valuation
CONTACT:
Jackie Jevelle
jjevelle@patriot-tech.com

CASE STUDY
WEBSITE DEVELOPMENT
The website redesign is likely to unfold next year. Meanwhile, we continue
to evolve the brand story and will consider how the website can deliver on
the long-term vision of Patriot as the ultimate, Amazon-like marketplace for
contract manufacturing and sales.
D E S I G N A N D C O P Y
BRANDING FOR:
Website Designs:
Welcome to Patriot’s Concept to Sales Marketplace
INNOVATE INTEGRATE ACCELERATE SOAR!
Welcome to Patriot’s Concept to Sales Marketplace
INNOVATE INTEGRATE ACCELERATE SOAR!

CASE STUDY
WHAT IS YOUR BRAND STORY?
A brand never really stops evolving as your company grows and
continues to respond to the market. How your brand is perceived and
how you deliver on your brand promises will impact your growth. Thus,
from time-to-time, every company must re-examine it’s corporate path
and ask: is my branding effective? Does it still resonate with my target
audience? Or does the brand story need a refresh?
When looking to define your brand story, find the ultimate happy ending
that only you can deliver. Then craft a message and visual language to
inspire and appeal to employees and customers alike.
That brand story will be uniquely yours and
you too can thrive...happily ever after.

CASE STUDY
[double b] design
NEED SOME HELP?
Sometimes people outside the organization can more
clearly see the path or how to best communicate it.
And some of us love the conundrum of finding the right
words and images that are uniquely yours. I know I do!
If you have a challenge and would like some help,
please reach out and we can chat about it.
No obligation. Let’s just start, and see where it goes.

Telling Your Brand Story: A Case Study

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Telling Your Brand Story: A Case Study