Propaganda appointed to position Equanet for growth

Leeds strategic brand consultancy Propaganda has been appointed to carry out a brand audit for Equanet, the Dixons Retail-owned provider of IT solutions to business.

The project is the first significant investment in the Equanet brand and is part of the company’s growth strategy which incorporates brand development, as well as extending its service and product range, developing partner relationships and ensuring its customers continue to receive the best possible value. The company will be positioned by Propaganda as a credible IT solutions provider rather than just a hardware dealer.

Mark Garrett, Equanet’s Head of Commercial has very clear aims: “From a brand perspective, it’s vital that Equanet is understood by customers and partners alike for the business it is and is working hard to become. This will involve promoting Equanet’s extensive portfolio of IT solutions to businesses and organisations across the UK.”

The brand audit will be managed by Julian Horberry, Propaganda’s planning director. Julian and his team will ensure Equanet benefits commercially from the rigorous planning processes developed at Propaganda; they’ll also drive brand strategy and make sustainable business recommendations.

Julian Horberry said: “The IT market has changed significantly. Businesses in this sector, like Equanet, used to sell just boxes, now customers demand the whole package – a bespoke end-to-end IT solution.

“Our insight driven approach which depends on knowledge before assumption and strategy before tactics, is the key to our success with brand transformation. Once we have this knowledge, our job for Equanet is to create a business model that drives growth into the business through increased sales at a higher margin.”

Brand Discovery™ is Propaganda’s proven consultancy model, which discovers the truth about a brand, unearthing real market and customer insights to unlock brand and business value. This consultative approach develops a clear brand strategy born out of factual intelligence to deliver increased brand performance.