Bridging the digital divide. Better. Faster. Together.

How a compelling brand vision rallied investors, employees, and customers around a common cause and led to an exponential growth strategy in under 1 year.

Client overview:

WeLink is a next-generation, wireless broadband technology, and service provider bridging the digital divide and bringing digital equity to people worldwide. WeLink is the first wireless technology to deliver multi-gigabit speeds to end-users without the need for traditional ground fiber to the home. Wireless networks extend the reach of fiber up to 10x faster at a fraction of the cost compared to traditional ground fiber, making it the ideal solution in nearly every region, especially where broadband has been unreliable or completely unavailable.

A global challenge: Worldwide status of broadband connectivity

Around the world, governments, cities, and individual households struggle to get the internet access they deserve because it is unavailable, unaffordable, or simply unusable. Despite the COVID-19 pandemic accelerating digital transformation, the World Economic Forum estimates 3.7 billion people worldwide lack essential broadband internet access. WeLink brings affordable, high-speed internet to people who need it faster and more cost-effectively than any other broadband provider.

Solution vision: Why invest in brand identity as a startup?

Unlock capital funding with a clear and compelling vision of the future.
Differentiate WeLink from regional and global competitors by truly looking, sounding, and acting differently.
Inspire a more inclusive, equitable digital society
Design and organization and systems to enable alignment to enable a rapid growth strategy.

Solution approach: Designing organizational success

Core components to every successful brand

Brand vision: Why do we do what we do?
Brand mission: What is it that we do?
Brand values: How do we do what we do?
Brand identity: Who are we? (Name, logo, tagline)
Brand strategy: Who needs to know? and How will they find us?

Why do we exist?

Problems and villains are essential to every great story. If there is no problem, then there is no reason for customers, investors, employees, media, etc. to take action. To identify our “Why?” we start by identifying the problem we can help solve.

Brand vision

Brand visions are not a replacement for product specs and they are certainly not about the bottom line. Every business needs to make money, but to create a compelling vision of the future, we must have a deeper understanding of what we’re trying to accomplish and express a more empowering meaning behind everything we do.

WeLink envisioned a future where their technology bridged the digital divide and brought equitable internet access worldwide to people who need it most.

Brand identity: Naming and tagline

Brand values

Brand strategy informs business alignment and inspires exponential growth

WeLink business strategy and operations were in complete disarray in 2020. Business stakeholders pursued their scattered projects and ambitions with no brand strategy or identity program to align to a common objective.

Starting in 2021, we quickly established a common goal on a strategic 2-year outlook to align the business. We decided to focus our efforts on capital funding, compelling product advancements, strategic partnerships, and worldwide markets to unlock exponential growth.

Results summary

Over $325M in capital funding
Global go-to-market in 5 major U.S. metro markets and 6 countries worldwide
Increased sales by more than 400% YOY
Industry-leading customer rNPS (63) and employee eNPS (21)
Named Mobile Breakthrough Awards Residential Broadband Provider of the Year 2021
Published in major publications including TechCrunch, Forbes, and Financial Times