Objective:

In rebranding LANAIR Group to LANAIR Technology Group, the aim was to clarify the company’s market positioning and cut confusion with an unrelated HVAC company sharing the same name. The original branding led to frequent misdirected calls and a lack of clarity for new clients about the IT services provided, as they were presented before in a confusing “menu” format.

To address these challenges, we integrated “Technology” into the company logo and restructured the presentation of services. In collaboration with the leadership and sales team, we categorized the diverse IT products into four comprehensive service areas: Managed Services, Data Protection, Cybersecurity, and Cloud Services.

The shift from a product-centric to a service-centric narrative allowed us to communicate more effectively with clients. Instead of overwhelming potential clients with specific products, we focused on explaining the broader services LANAIR Technology Group provides. During discovery and proposal calls, the sales team would then tailor specific product recommendations to meet each client’s unique needs.