DS Total Solutions
- [ Client ] Ds Total Solutions
- [ Categories ] Creative, Fractional CMO, Social Media, Brand Strategy, Website
- [ Year ] 2020 - 2024
- [ Status ] Completed
The Problem
DS Total Solutions had the technical credibility, the product portfolio, and the partner relationships, HPE, Juniper, Dell, Fortinet, Palo Alto, Teltonika, and WatchGuard but none of it was communicating clearly. No brand positioning, no communication strategy, no visual language connecting their corporate identity to their partner ecosystem. A UK-based IT solutions provider selling enterprise-grade infrastructure and cybersecurity to mid-market organisations was showing up without a coherent story. In a partner-led sales model where perception directly influences partner confidence and client trust, that gap was quietly costing them opportunities they couldn't even see.
Strategy & Flow
This was a Fractional CMO engagement, full ownership of the marketing function, embedded from the inside, for four years.
01
Positioning
We defined what DS Total Solutions stood for beyond the product catalogue and keeping client outcomes ahead of vendor relationships, which was the honest differentiator in a market saturated with vendor-pushed resellers.
02
Two-Track Communication Strategy
We built separate but coherent frameworks for corporate communications, client-facing credibility and partner communications. Different tones, different cadences, different visual languages, one consistent brand standard throughout.
03
Visual Strategy And Internal Enablement
We developed the full visual system, templates, design assets, communication collateral.
04
Sustained Leadership
For four years we directed the marketing function, maintained brand consistency across all touchpoints, and ensured every partner interaction and client communication reflected the same standard of clarity and professionalism.
The Result
30% year-on-year growth sustained across the four-year engagement with marketing playing a material role in building the partner confidence. DS Total Solutions' vendor partners specifically recognised the quality and precision of their communications, a direct outcome of the positioning and communication framework built and maintained by Madvertising.
