Business Positioning

Aligning Enterprise and
Business Units

Client: B2B Technology Leader
Deliverable: Practice Brand Strategy and Brand Communication Framework

Our client is an elite systems integrator known for providing innovative business solutions backed by timely and personable support that has been recognized and awarded by CRN, Forbes, Ernst & Young, and Deloitte on multiple occasions for delivering consistently outstanding customer support.


As this company continued to grow and prosper, it became apparent that its individual practices were operating in silos, hindering information sharing and cross-collaboration opportunities. Moreover, the client brand was becoming splintered as customers only experience the brand through the specific practice with which they were engaging.


We worked closely with business unit leadership to pilot a brand strategy initiative that would define each practice’s unique offerings within the context of how they laddered up to the enterprise promise and position. Synergistic conducted interviews with key practice leaders to inform the creation of a brand strategy and communication framework that intuitively linked them to the overarching enterprise vision and mission.


With the practice brand framework in place since early 2020, it has served to influence key practice messaging across all sales enablement touch points, creating a cohesive and consistent positioning and voice that reflects the enterprise promise.

Near-term plans are to replicate this initiative across all practices to effect a singular brand voice.

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