ABOUT

CONTEXT:
bOnline are a digital native brand offering VoIP communication systems, i.e., digital phones, fibre and broadband packages to small businesses.

There are 5.3 million small businesses in the UK that currently have a landline number but in 2027, BT will be switching off its network of copper landlines, and all these businesses will need to move to fibre cable, or risk losing their connection.

Which presents bOnline with a window of opportunity.

CHALLENGE:
These 5.3 million small companies equate to a £1.3 billion opportunity so there will be an inevitable ‘VoIP service’ land grab situation as the copper switch off deadline approaches.

In order to capitalise on the switch off, bOnline needed to position themselves as the VoIP provider of choice for the small business market. Big telcos are not adequately equipped to service small businesses and bOnline’s immediate competitors stretch themselves thinly across too many different sized businesses.

The challenge was to define a clear purpose and create a new brand identity making them relevant, and attractive.

RESULT:
Based on the strategic foundations built by an in-depth internal perception audit, and an external landscape review, we positioned bOnline as “the people’s champion”, the VoIP people helping the VIPs behind the small business economy.

Though bOnline is a B2B operation most small businesses are run by the people who are in charge of the buying decisions. The new brand has been created to tonally sit between B2B and B2C allowing bOnline to appear fresh, energetic and less corporate whilst having a solid B2B core.