Overland – Positioning For Going Public

The Opportunity: Prior to going public, Overland Data sought a strategic position and distinctive brand identity within the highly competitive data storage marketplace. With no consistent messaging, graphics, or even an entrenched mission, the company needed a from-the-ground-up initiative to devise and direct it's branding and communications programs.

The DGW Solutions: Primary market research established benchmark awareness and preference for the Overland name and products within the customer, distributor and dealer channel communities. BrandDiscovery Workshops conducted with management and sales teams resolved inconsistent objectives, built consensus and established a common mission and messaging system.

A clear brand proposition, a customer-based creative platform with positioning line, a name revision, a new graphic look and logo, corporate stationery and sales literature system, coherent and consistent advertising, a product naming hierarchy, trade show graphics and promotions, sales channel mailings and communications template set Overland on a self-sustaining course for effective brand presence and recognition.

The Result: Follow up interviews/surveys with distributors and dealers yielded double-digit point gains in awareness and preference for the Overland name and products. Having grown from a $30 million private entity before the branding initiative to a $100 million public company, Overland today is a significant and growing supplier in the tape drive storage market.

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