nLighten

Dear Harro,

I recently had the pleasure of meeting Brad Chuck and Justin Nesbitt from nLighten at Birmingham Tech Week. They asked for our thoughts on your brand. Since then, we've put some research into a response.

Here are three essential considerations for your brand strategy moving forward:

With your focus on low-latency edge solutions, sustainability, and security, nLighten can capitalise on significant differentiators in a competitive market.
As you acquire new data centres, the brand strategy must consider how these additions are incorporated into your identity.
The brand needs to bring together the benefits of your edge solutions and the strength your acquisitions provide to tell a story which creates trust - the cornerstone of your business.

One of our team members reviewed the brand against our proprietary brand VOICE model, and I have included the results below. I'd be happy to discuss how we might develop your brand further to support this exciting growth phase.

Looking forward to hearing your thoughts.

Andrew

Andrew Milton
Managing Director
rbl Brand Agency

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An analysis of nLighten's current position

Below is a comparison of nLighten and your competitors based on independent analysis using rbl's Brand VOICE Model and artificial intelligence. This model evaluates your Vision, Offer, Image, Culture, and Essence - the essential elements of a strong brand.

Vision - Where are we going and why?
Offer - What do we have to offer?
Image - How do we want to come across?
Culture - How do we do things around here?
Essence - What defines us?

Explanation: nLighten ranks slightly lower than competitors due to less distinctive articulation of its vision and essence, which, lacks the emotional resonance and clarity seen in brands like AtlasEdge and EdgeConneX.

However, its focus on sustainability and rapid expansion through new acquisitions provide a significant opportunity to craft a more compelling, unified brand narrative to position it as a leader in Europe’s green digital transformation.

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