Titus Software

Titus was at a turning point in its 25-year history. The company made a name for itself in data classification—which is a critical function for an enterprise to protect its data. But Titus had evolved far beyond data classification and was becoming a provider of end-to-end data protection solutions. Perceptions of Titus had not kept pace with reality.

Titus hired INK to research and develop brand positioning strategies that would revolutionize its corporate image and messaging. INK’s Strategic Brief created the foundation of this work, developed in collaboration with the Executive Leadership Team. At the heart of the new brand was the tagline, “Protect your data. Free your business.” It’s an encapsulation of Titus’ technology-agnostic platform, which lets enterprises layer in best-of-breed components rather than forcing them into single solutions (i.e., Microsoft, Titus’ #1 competitor at the time). INK then engineered a new corporate identity, the aesthetics of which are based on speed and progress, highlighting the way Titus is unobtrusive to the way employees work while it effectively protects data.

Beyond the new brand identity system, INK also crafted a new Messaging Framework to arm the sales force with a new narrative for the company and its products, so that perceptions would shift to see Titus in its ideal new light. The result of our work yielded a new ability by the sales force to target and close larger engagements. And ultimately, it led to a successful acquisition within a year of launching their new brand—which was credited as a large part of the company’s appeal.