Advanced Energy

A Powerful Advantage. Advanced Energy, a Colorado-based provider of power conversion solutions used in thin-film plasma manufacturing processes, had a problem. They were growing fast and in the process of acquiring a solar inverter company, and they didn’t know how to describe themselves and their unique advantages to the marketplace. Advanced Energy engaged Posit Partners to create positioning, messaging, a tagline, and website copy to help them stand out as they refreshed their brand.

Every positioning project is based upon research and fact-finding. For Advanced Energy, Posit Partners conducted an online brand audit, examining how Advanced Energy and five of its competitors position and talk about themselves in the marketplace. Then, we interviewed both internal and external constituents: the senior leadership team as well as current and former customers.

We discovered that the company was positively associated with its IT manufacturing heritage and product quality, which are both extremely valuable. But as the company was expanding its reach with the solar inverter acquisition, that perception became far too narrow. Posit Partners recommended that Advanced Energy stake a more compelling position: that of a proven provider of reliable power management solutions that empower industry innovators. The external expression of this position? Their new tagline: A Powerful Advantage.

Following the positioning and tagline initiatives, Posit Partners created messaging, a brand voice guide, and web copy. This brand refresh project was the recipient of a Business Marketing Association Silver Key award.

 

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