Kordia

Business before leisure

In a telco market dominated by comfortable
giants, the startling agility and real customer
intimacy of this B2B challenger brand is a refreshing
New Zealand success story.

In a telco market dominated by comfortable
giants, the startling agility and real customer
intimacy of this B2B challenger brand is a refreshing
New Zealand success story.

Background

Midway through a brand refresh and faced with the challenge of how to harness the power of their digital platforms for NZ business, the Kordia exec-team turned to Brandfibre to enable their vision.

We set out to poke the over-inflated business-telco sector with a pointed stick, by developing a resource completely dedicated to business needs—not merely puffed-up consumer services repurposed for business.

The Challenge

It was clear that the redesign of the Kordia website was part of a meticulously planned programme of change flowing through this organisation. The brief called for a reinvigorated Kordia website that resonated with their diverse customer base—and delivered clarity around the revitalised service and product offerings.

We were asked to ‘surprise and delight’, with the dream outcome defined as: 'Creating the best website in the New Zealand telco industry.'

A brand-led approach

Research, interviews and workshops confirmed that each audience required their own discreet journey. However, delivered in isolation, these journeys would not differentiate Kordia from the established players—unless they were delivered through some fundamental brand truths.

In order to harness the power of technology to engage the New Zealand business community, the brand had to maintain a clear and coherent voice at all times. Rather than pursuing digital solutions for individual business units, we set out to create harmony across every facet of the company, communicating the core brand throughout the experience.

The overarching principle was simple: the stronger the core brand, the more effectively we could leverage their digital platforms. It’s a virtuous cycle and, once the conventional divisions between digital and non-digital brand were dissolved, we were able to exploit every opportunity to build on the brand foundations.

Engagement:

With Kordia people so central to customer stories they — and their clients across New Zealand — set the tone for all our communications.

Fully responsive With Mobile increasingly driving profits and value creation across all industries it was a critical success factor in this rolout. Telco’s need to innovate – expanding their footprint, updating communication and serving outstanding content. Companies that don’t, or can’t, hold their footing or grow in the face of today’s rapid inno-vation may lose out to those that do. The bottom line? Being big is no substitute for being agile.

Capturing the excitement...

We introduced a powerful image library to capture special and inspiring moments in the lives of Kordia staff and clients. This was set up as a brand asset from the planning phase—not merely for web use, but rather to serve all areas of Kordia‘s marketing communications.

In parallel with this, we expanded the graphic library and exploited information graphics to dramatise the powerful statistics that underwrite their success.

Infographics

With Kordia people so central to customer stories they — and their clients across New Zealand - set the tone for all our communications.

Extending the brand:

When briefed on the recently refreshed brand assets, we quickly recognised an opportunity to build into this platform—and set two stretch-goals of our own for the project:

     •   develop a clear content strategy for the brand
     •   introduce an authentic approach for Kordia photography

Messaging & Content

Our brand team developed a clear Content Strategy document, and Editorial Guideline to empower the internal team. This set out a clear tone of voice and simple messaging system with narrative-based storytelling at its core.

A lasting impression

Kordia has highly skilled teams across all sectors of their business, many of them engaging with clients through social media with tremendous energy. To ensure internal and external messaging was perfectly aligned, we developed an internal brand communication programme that leveraged the new content strategy. We then invited a leading European brand writer to chair a series of internal workshops—generating excitement and renewed vigour around this vital area of communication.

Before:

This once high-performing site
had begun to lose its lustre.
Poor information architecture and
generic content no longer
addressed the needs of the brand.

After:

We delivered a site that demonstrates
Kordia’s keen sense of identity and
communicates this through clear,
confident customer journeys.

Results:

Kordia's holistic, thoughtful approach is paying off. Early metrics make compelling reading – bounce rates down 10%, avg visit duration up 75%, and page views doubled.

-10%
x1.9
+37%
75%

Bounce Rate:

10% reduction in bounce rate.

Page Views:

Page views almost doubled.

Pages per view:

Large increase in pages per view.

Avg. Duration:

Average visitor duration up 74.6%.