Challenge
For years, Tata Consultancy Services (TCS) had built a reputation as one of the world’s leading technology services companies.
The business had pioneered global outsourcing and offshore delivery models, earning the trust of some of the world’s largest organizations. But as technology became increasingly central to business transformation, TCS faced a new challenge.
While clients recognized its technology expertise and delivery capabilities, it was not being considered as often for the highest-value strategic consulting and advisory engagements.
To achieve its next phase of growth, TCS needed to evolve from a technology implementation partner into a broader business transformation partner, being seen as capable of helping clients navigate the full spectrum of technology, innovation, and change.
Brandpie partnered with TCS to create a brand strategy that would support this shift in market perception and accelerate the company’s growth ambitions.
Idea
Repositioning for a new era of technology transformation.
TCS possessed deep expertise across technology, consulting, engineering, and business transformation. The challenge was ensuring the market understood the full extent of what the business could deliver.
Working closely with leadership, we developed a new vision and positioning that reflects both TCS’s heritage and its future ambitions.
At the heart of the strategy was a simple but powerful idea: Building on belief.
This drew on TCS’s long-standing purpose-driven culture while recognizing a fundamental truth about business transformation: every breakthrough starts with the belief that something better is possible.
The positioning connects TCS’s heritage with the ambitions of its clients, creating a narrative that moves the conversation beyond technology implementation toward business transformation and growth.
Impact
+15.4%
Increase in YOY revenue.
#1
Most Valuable Indian Brand (Brandz, 2022)
#2
Most Valuable IT Services Brand and Fastest Growing Brand (Brand Finance, 2022)
100,000
Employees hired in one year.
#4
Ranking in FutureBrand Index 2022 (an increase of 93.85%, from #65 in 2020)
A platform for growth
The new positioning provides a unifying framework across the organization, helping TCS communicate its broader capabilities more effectively to clients, employees, and investors.
It enables the company to:
- Strengthen its position in higher-value consulting and advisory engagements.
- Communicate a broader transformation story beyond outsourcing and delivery.
- Differentiate itself in an increasingly competitive technology services market.
- Align its vision, brand, and client experience around a common idea.
Most importantly, it helps TCS better reflect the role it is already playing in helping organizations navigate complex digital transformation challenges.
The reaction from both employees and the external world has been positive with words like bold, confident, vibrant and refreshing being used to describe it.
Rajashree R Chief Marketing Officer
From technology provider to transformation partner
The work marks an important step in TCS’s evolution from a company known primarily for technology services to one recognized as a strategic transformation partner.
Today, TCS is one of the most valuable technology services brands in the world and ranks second only to Accenture in both scale and brand value within the sector.
The “Building on belief” platform remains a powerful expression of how technology, purpose, and human ambition come together to drive transformation.
Internal engagement
When you have half a million employees, traditional methods of internal communications don’t work. So we needed to treat TCSers as if they were a global audience. We equipped TCS leadership with all the tools necessary to make this transformation go ‘viral’ within the organization.
Building on belief
The new brand strategy, vision, and positioning was presented by the CEO to the organization’s top 2000 leaders. In the months following launch, impact and engagement was instantaneous.
TCS associates embraced their new ambition and the business closed out the year with 10 new clients in the $100Mn+ bucket, its highest ever addition of new employees in one year, and highest ever order book.
Ready to reposition your brand for what’s next?
If your business has evolved but your brand hasn’t, let’s talk about building a strategy that drives growth, differentiation, and long-term value.
