TKA brand refresh
Client: TKA
THE CLIENT
Tech Knowledge Associates (TKA) provides total lifecycle management of hospital equipment for small to mid-sized health systems. Clean, functioning equipment – from surgical instruments to MRI machines – is essential to patient care. Health systems need a partner they can trust, and TKA delivers best-in-class results.
THE PROBLEM
As the business grew, TKA found themselves competing with much larger firms for new clients. Despite their track record of success, they struggled to convince potential partners to choose them over the perceived safety of more well-known competitors.
TKA invited me, along with my writing partner, to evaluate their current brand, positioning, and messaging to see how they might elevate their sales pitch.
THE PROCESS
After reviewing TKA's audience and competitive landscape, we recommended retaining their logo and "Partner Smart" tagline while streamlining their visual brand and messaging.
To solidify their story, we began by creating the strategic building blocks: a brand positioning statement, audience profiles, ICP, and brand promise.
We used these strategic assets as grounding for brand guidelines and a messaging playbook. These documents reflected a more focused TKA brand and gave teams throughout the company the tools to tell their story clearly and consistently.
A custom set of 50+ icons and a curated photography library formed part of a simplified suite of brand assets.
Brand guidelines provided the necessary framework to build a consistent set of assets.
With a firm strategic and creative foundation in place, we applied the design and messaging across all media channels.
A comprehensive set of pitch deck slides brought an empathetic, audience-first approach to TKA's storytelling.
TKA's existing website was refreshed with updated photography and messaging.
One-sheet, service proposal, and social post templates rounded out the redesign and created consistency at every point in the new customer journey.
THE RESULTS
Within six months of using the updated sales materials, TKA began landing new clients and garnering interest from health systems that had not previously considered a partnership. This newfound momentum attracted a purchase offer from a medical equipment sales company. Now, as part of a more comprehensive offering, TKA's Partner Smart selling story is stronger than ever.