Before SoftLayer became a major player within the hosting industry, it was simply one of many technology start-ups facing stiff competition and limited budgets. Belmont identified opportunities for SoftLayer to leverage its available funds by creating a unique brand persona.
In essence, SoftLayer became the “Men in Black” and the Three Bars logo their iconic symbol. This brand personality was applied with unwavering consistency across every communication, from traditional advertising and digital to tradeshows, branded swag, office attire and even tattoos.
The result was exactly what SoftLayer and Belmont had hoped to achieve: SoftLayer overtook its greatest competitor, Rackspace, to become the largest independent hosting provider in the world. And the company ultimately became part of the IBM family in a deal valued at more than $2 billion.