How Nine Stones Ran a Brand Workshop for SICCAR

SICCAR is a deep tech company whose distributed ledger technology (DLT) lets organisations share sensitive data securely. Nine Stones ran a full-day brand workshop with SICCAR to refine its messaging, identify its audience and position the business for growth.

The Challenge

Like many technology innovators, SICCAR found it hard to convey the value of its product without burying its audience in technical detail. To gain commercial traction, it needed to reframe its brand and content strategy around educating its audience and communicating its value clearly.

The Approach

The workshop covered market segmentation, customer avatars, value proposition alignment, competitor analysis, tone of voice, and storytelling and narrative.

Two segments. Nine Stones helped SICCAR define two core segments: the private sector, such as oil and gas companies concerned with operational security, and the public sector, such as government organisations focused on compliance and efficiency. That let SICCAR tailor its content to each, rather than take a one-size-fits-all approach.

Customer avatars. Together, the teams built detailed avatars for each segment, from job titles and pain points to preferred communication channels.

The Outcome

The workshop aligned SICCAR's team around a clear market focus. It left SICCAR equipped to write tailored messaging for each segment, choose its distribution channels and show how each group's pain points map to what it offers, giving it a more customer-centred approach to its marketing.