Branding |  SaaS Marketing  |  Product Positioning

Background

Brightly had rebranded from their scrappy startup roots as Dude Solutions, to embrace a more sophisticated, enterprise-friendly brand as they readied for a major acquisition by Siemens.

 

Challenge 

While the team was happy with the overall rebrand, the way it came to life throughout the organization left many struggling to see themselves in the new identity. Our challenge was to rollout the rebrand to internal and external audiences through a new employer brand, refreshed user conference, and a highly targeted demand generation campaign.

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Work

Internal Rollout: An in-depth discovery process that included stakeholder interviews and a vision & values survey helped us develop a new employee value proposition and action pillars. We rolled out the new employer brand through an employee anthem, new messaging framework, and engagement strategy that spoke to various employee personas and journeys. We also worked closely with the ELT to develop a new mission, vision, and set of values that aligned to the new branding but stayed true to the soul of the company.

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External Rollout: To bring the brand to life for external stakeholders, we refreshed Brightly's annual user conference and key sales enablement materials with a new look and feel. We also relaunched their demand generation campaign to embrace the new brand and speak to the unique needs of their disparate verticals. The messaging for the campaign was guided by an audience matrix that highlighted the pain points and value drivers of the buyers and users in each key vertical. We led a workshop with product and vertical experts across the organization to gather the necessary inputs and build alignment from the beginning with this important group of stakeholders.