We make business value tangible
Are you planning a sale? Or transforming an acquisition? Make the unique value drivers of your business clear, compelling and tangible with a strategically creative new website. Reposition with a compelling story to optimize positive results at any stage of the M&A lifecycle.
Staging your company for sale
The same old online message and image you’ve always had may not inspire buyers. Staging your company to sell for more is a bit like staging a house: you need to freshen your website narrative and look. And that’s whether you’re a founder getting ready to pass the baton, or a turnaround team ready to reap the rewards.
Transforming your message to leverage
an acquisition
Let’s say you’ve made a strategic acquisition to expand your capabilities, move into new markets, scale, or all the above. Or else you’ve been acquired and the team is ready for a transformation that integrates legacy strengths with new ideas. An updated brand message, conveyed in a new website, can drive sales to new heights and even impact valuation.
Reality-based rebranding: the proof is in the performance
First we build a strategic framework around three key realities: what customers care about, what competitors claim, and what makes you different. Then we bring the strategy to life creatively. Our work works. The proof is in the performance of our clients over the past 20+ years in achieving goals at every stage of M&A, whether an exit, a transformation or both.
Our work in the
M&A space
Examples of new websites: Strategy, creative, content, copy, design, programming
Permitium
What we did
We distilled input from post-acquisition leadership and divisional teams, combining legacy wisdom with new ideas, to drive adoption of Permitum’s workflow automation platform. To overcome resistance to change, our messaging resonated with each type of customer, under a unifying brand umbrella.
What the client said
“As a search fund company CEO, I have worked with Reality2 on two ventures with excellent results. Their process for developing a strategic framework engages key legacy players to integrate real-world insights with transformational ideas. Out of this they develop websites and marketing tools that resonate with each type of stakeholder, supporting growth goals. I recommend them highly.”
Chris Lueck, CEO
Food4All
What we did
Worked with new management to rebrand Food4All’s SaaS platform, showing how it connects farmers and consumers online for direct purchasing. Old website was B2C when first priority was to sign up farmers, a B2B goal we achieved. The brand personality and message engage the hearts and minds of all stakeholders.
What the client said
“The creativity, professionalism and insight that Reality2 brought to the table gave Food4All a new website that told our story in a relevant and engaging way to each of our audiences. Reality2’s approach is both highly strategic and original. We stand out, with a unified brand voice and clear value proposition. We continue to receive compliments on the new website from prospects to customers to business partners. Everyone who sees it, loves it. We highly recommend Reality2.”
Kami Semick, CEO
FieldEdge
What we did
After “Desco” was acquired by Search Fund investors, we renamed and rebranded it as “FieldEdge,” a SaaS solution for unmet needs of field service contractors, motivating a switch from current provider or manual mode. In two years from acquisition to exit, FE doubled sales & sold for large multiple.
What the client said
“I fully recommend Farida and her team at Reality2. She helped us redefine how we think about and articulate who we are. The messaging has been a hit across the org, particularly front line sales and marketing. In two+ years, we built a valuable business which recently sold for a significant multiple of our original purchase price. Many factors contributed including the narrative Reality2 helped us create.”
Rameez Ansari, CEO
Celestial
What we did
To launch our client’s spin-off company, we worked with engineers and R&D partners to “translate” the advantages of a technically complex medical system breakthrough into a compelling website to attract future customers and new employees.
What the client said
“Reality2 took us into an important adjacent market with the launch of a spin-off company to develop and market a revolutionary radiation oncology system. The introductory website has had strong impact with customers, potential employees and investors with rapid closing of a $6 million Series A round”.
Salime Boucher, CEO, RadiaBeam
Remarkable Health
What we did
The acquisition had huge growth potential, but the name was dull (“ClaimTrack”) as was the messaging. We re-named them Remarkable Health and showed how the SaaS platform helped behavioral health professionals empower clients and improve lives. In 3 years, RH sold to healthcare software giant NetSmart.
What the client said
“Reality2’s rebranding made the uniqueness of our brand tangible and relevant to our customers. We’re very excited about our new website, which shows how our software removes obstacles so that behavioral health agencies can help more people. The website also supports the special culture we’re building internally. From strategy through creative execution, Reality2 did an excellent job. I highly recommend them.”
Peter Flick, CEO
Medicat
What we did
Brand transformation was a key strategy to unlock value after acquisition. We connected the dots between Medicat strengths and big issues like student success (grades & graduation), collaborative care, “at risk” students, compliance and balancing quality of care with productivity.
What the client said
“Our outdated website didn’t leverage our #1 market leader position. Reality2’s rebranding differentiates us and raises the level of the conversation with an engaging site that shows how our software helps stakeholders address key challenges. The Reality2 team adds value at every step: strategic insights, impactful storytelling and tech support. I like the way they took our rebranding project and ran with it. They know what to do.”
Medicat CEO
PeopleSpace
What we did
Strategically positioned new partnership of $100 million solutions provider IOS with $2 billion manufacturer Haworth as benefit to all stakeholders, re-branding IOS as PeopleSpace. Created launch program: website, brochure, sales presentations.
What the client said
“When Interior Office Solutions (IOS) and Haworth (our minority investor) launched an innovative collaboration, Reality2 gave us a brand architecture that leverages the strengths and commonalities of the two firms. From strategy to creative execution, Reality2 did a great job of nailing it quickly and telling a customer-focused story. Re-branding IOS as “PeopleSpace,” they show how the new entity amplifies our core values. They’re sharp, proactive and fun to work with.”
Jesse Bagley, President and CEO
T-Base
What we did
When new investors and management came to us for a rebrand, we changed the game by reframing communications accessibility (for low vision/blind people) as an opportunity for the Fortune 500, not an obligation. Our rebranding played a key role in a robust exit later: acquisition by a major PE firm.
What the client said
“When we brought in Reality2 for rebranding, we were shooting for a web presence that would elevate us to a Fortune 500 level. Our new site accomplishes this goal. Reality2 has a unique talent for framing and expressing a company’s story in the right light, both strategically and creatively. The copy and design are world class. Plus, Reality2 is very collaborative, responsive and good to work with. We recommend them highly.”
Trevor Lwin and Bruce Moszcelt, Co-CEOs
OPIS Retail
What we did
When OPIS acquired a fuel retailer software company, we rebranded it as the OPIS Retail Suite with new positioning strategy and messaging. We unified and simplified the product components into a kit of 5 online tools, creating a micro-site “The profit accelerator for fuel retailers,” video, and brochure.
What the client said
“Reality2 brings a rare strategic vision that lifts them far above other creative agencies. For 11 years, their work made an essential contribution to SNL Financial’s company’s continued growth and success (SNL sold for $2.2 billion in 2015). Reliable, creative, fast, smart, flexible, leading-edge and a true pleasure to work with — the gang at Reality2 is all that and more! We’re now continuing the relationship at OPIS.”
Rick Wilkes, VP of Marketing
OPIS PetroChem
What we did
OPIS acquired the leading resource for pricing, business data and analytics about the PetroChem industry including the base materials for plastic products. Our new website and brochure clearly depicted the upstream and downstream supply chain and the content of key reports in each sector.
What the client said
As always, Reality2 brought their strategic and creative vision and strength to create clear, impactful and engaging marketing materials, from website to sales tools to advertising, that place our latest acquisition PetroChem Wire in the context of the greater OPIS brand family.
Rick Wilkes, VP of Marketing
Riptide
What we did
After new management took over, we rebranded Riptide as simple solution for pain points large enterprises have in managing multi-building portfolios. Site shows how Riptide technology bridges the building automation and controls gap for the first time.
What the client said
“Reality2 has a special ability to translate complex technology innovations into tangible, clear and simple value propositions that resonate. They did a great job on Riptide’s first rebranding. We came back to them two years later when we shifted our focus to the large enterprise market. They created an entirely new website to support our new strategy. Farida and her team “get it” and are a pleasure to work with.”
Marti Ogram, VP Marketing and Co-Founder
7 Principles of Rebranding
We apply these 7 key rebranding principles to optimize the path to a sale, capital raise, merger or exit; to integrate combined strengths after a merger; and/or to support sustainable growth.
1. Align branding strategy and business strategy
Update your positioning to align with your strategy going forward, always in the context of what today’s customers and stakeholders care about. Your current website probably doesn’t reflect where you are and where you want to go. Now’s the time to refresh your brand platform and message to be more relevant and compelling to your customers and stakeholders.
2. Reframe your messaging for high impact
Nine times out of ten, your message hasn’t kept pace with what’s changed or is changing. Plus, you’ve probably inherited spec-heavy marketing materials and DIY sales presentations that don’t tell a clear, unified story. Time to step back and reframe. We’ll collaborate with you to develop a new strategic framework that positions you as the leader you are or intend to become. Fresh messaging, a compelling new site and better sales tools will fuel growth, inspire your team, impress investors and help attract the best people.
3. Reconcile both sides of the brain
It’s not just what you say, it’s how you say it. The latest neurological research proves that business decisions aren’t purely rational. The “emotional” brain plays a big role. So your brand needs to reconcile facts and feelings. Intriguing headlines that make a relevant promise, interesting visuals, empathetic text and a credible up-to-date image engage both sides of the brain.
4. Resonate with your target stakeholders
Your target market is its own micro-culture. Whether you’re talking to C-level execs at large enterprises, mid-sized HVAC contractors or health care administrators, you need to speak to them in their language. Not yours. Our reality-based cultural branding method quickly “gets” the way your buyer personas talk and what keeps them up at night. It’s how we create messaging that makes authentic connections.
5. Simplify. Replace complexity with clarity
Software-as-a-Service (SaaS) and other technology companies share a common pitfall. They get too complicated too soon in their messaging. Instead of leading with a clear and simple value proposition, they overwhelm with a tsunami of detail. Typical takeaway: “What is it these guys do, again?” Simplifying complexity is difficult but essential. It’s a skill Reality2 has perfected over 30 years of working with tech innovators.
6. Differentiate. Show what makes you special
What do your competitors claim? What do your customers care about? How does this vary by buyer persona? What pain points do you fix better than anyone else? In this context, what’s the best way to differentiate you in a competitive marketplace? Once we collaboratively nail down your differentiation strategy, it has to be expressed differently too. Rebranding needs to set you apart.
7. Engage, strategically & creatively
There’s an enormous chasm between strategy and execution. It takes a big leap to create a compelling website, brochure or ad. Don’t try this at home. And don’t make the mistake of hiring a typical web developer or designer who will ask you to provide the content. Reality2 applies 30 years’ experience to our “strategically creative” websites and marketing assets that bridge the gap, telling your story in words and pictures that engage and motivate.