Xantrex

Xantrex is a power inverter company built on the strength of its technology. With burgeoning competition, however, Xantrex needed to differentiate by building a strong brand.

Change worked with Xantrex through the A,B,C process.

First, we conducted an Audit in the form of research and interviews. This helped us get a well-rounded understanding of what made Xantrex the leader in the inverter industry. Of special interest was the competitive analysis, which showed a previously ‘empty’ category now filling with competitors establishing brands – some of which were ‘annexing’ Xantrex brand’s position.

From the Audit, we created several creative platforms to take to the Build brainstorm. In the Build, we landed on a fundamental truth that could define Xantrex’s advantage – Uptime.

Uptime was the measuring stick that defined quality in inverters. It embodied the reliability that had won the trust of Xantrex customers. And Uptime could be the foundation of a long-lasting, powerful brand that encompassed hiring, training, sales, advertising and corporate directives.

From the Build, Change moved on to Communication, creating a brand book, collateral, and advertising. The first round of materials was created for the North American Electronics Show, and received a warm welcome from both Xantrex salespeople and clients.