Redefining a tech brand for an evolved audience

Develop and operationalize a trajectory shifting brand strategy.

Overview

Global tech brand was in a neck-to-neck race for market share in their category.
Despite product parity with their primary competitor, they were not realizing the gains they aimed to. Their existing marketing experience was disjointed and reflected a brand strategy that was no longer relevant. We developed and operationalized a new brand strategy based on refreshed audience research, current landscape analysis and internal stakeholder insights.

Opportunity

Having a distinctive and authentically ownable brand strategy is essential in the highly competitive B2B technology space. This tech brand, part of a larger master brand, needed a unique and authentically ownable brand story that would excite and engage new audiences without alienating their existing core audience. Additionally, this new brand story needed to effectively accrue to the master brand’s purpose, and it needed to be operationalized throughout a global organization responsible for the product, brand, and marketing experience.

Services Employed:

Category, competitive and market dynamics research
Qualitative and quantitative research
Customer journey mapping
Visioning workshops
Brand story/narrative development

Delivered

Conducted qualitative and quantitative research, internal stakeholder interviews and ideation workshops, and extensive category and competitive analysis to develop a data informed brand strategy. This included a short and long form narrative, brand personality, language and design recommendations and experience design frameworks. Launched the new brand at major industry event to huge accolades. Developed detailed plan to operationalize the new brand across the organization globally for internal teams to execute upon. Developed necessary tools, templates, and frameworks to guide execution of new brand strategy.

Results

Built internal energy around the brand and received media and audience accolades. Increase in web site traffic, trial downloads and conversions. Increase in interest from desired new audiences and overall increase in net new users.