IRVINE, CA (Oct. 6, 2014) – Leading B2B brand strategy firm BrandingBusiness today revealed its work for the innovative Skywell, a start-up based in Santa Monica whose portable machines create clean, fresh drinking water from atmospheric air using only electricity. In advance of its September launch, Skywell engaged BrandingBusiness to help highlight the water-generating company’s ecologically advanced product and distinguish its superior technology from competitors, a thirst for distinction BrandingBusiness quenched with the company’s new name and BrandLine: “A glass of fresh air.”
BrandingBusiness, in developing Skywell’s brand strategy, recognized that while the water-generating company’s advanced technology could be adapted to serve multiple audiences, the startup would best be served by prioritizing a target market. The branding firm’s research identified business offices as the greatest initial opportunity, as freestanding machines placed in conference rooms or front lobbies make a positive, environmentally friendly statement.
The intrigue of Skywell’s new technology is one of the product’s greatest selling points, and BrandingBusiness leveraged this compelling brand story to craft a comprehensive marketing plan that is designed to position Skywell’s technology as a premium product and create distance from lower-quality competitors in the field of atmospheric water generators, which condense humidity in the air to produce water.
BrandingBusiness also capitalized on Skywell’s innovation and ecologically friendly product to create a visually distinctive identity and provocative yet informative communications platform that will solidify Skywell’s position as an extraordinary solution for the future of drinking water.
“The name Skywell speaks to the innovation of our design and the elegant simplicity of our function. As we position ourselves against bottled water deliveries, single use bottles and filtration systems, the quality of our technology and the ecologically responsible nature of our product become important stories that we have to tell,” said Jonathan Carson, President of Skywell. “Hitting on the right marketing strategy and brand identity will position Skywell as the sustainable solution for the future of drinking water.”
Ryan Rieches, founding partner of BrandingBusiness, said that for a company with as much potential to define a new industry as Skywell, zeroing in on a successful, laser-sharp strategy is paramount: “The branding work and strategy sets Skywell apart from less reputable competitors and positions Skywell as the leader in an emerging field.”