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Crafting a
Unified Identity for SAAS Innovation
Crafting a Unified Identity for SAAS Innovation

Case Study:

SAAS Product Relaunch

A technology company managing three distinct but related SAAS products, aiming to consolidate them into a single, streamlined offering.

Challenge

The company struggled for over a year to develop a new brand concept that would effectively integrate and relaunch their existing products under one umbrella. The CEO was dissatisfied with previous branding attempts, and their efforts remained directionless following the departure of their CMO.
Recognized the need for a cohesive brand identity that could encapsulate the essence of the integrated products while appealing to both existing customers and new prospects. Understanding that a unified brand would simplify marketing efforts and strengthen customer perception of the product suite.

Storyright
Solution

We were tasked with crafting a new brand identity from the ground up. Our comprehensive approach included:

Brand Development

Created a new brand name, logo, and tagline that reflected the integrated nature of the product and its market positioning.

Brand Guide and Creative Brief

Developed a complete brand guide and creative brief to ensure consistency across all marketing and product development efforts.

Customer Persona Identification

Conducted in-depth research to define clear customer personas, tailoring the brand and marketing strategies to meet the specific needs and preferences of these target segments.

Mission and Vision Statements

Formulated new mission and vision statements to align with the company’s future goals and the redefined product’s value proposition.

Marketing Strategy

Designed a robust marketing strategy focused on attracting new customers and re-engaging past users. This strategy included targeted email sequences and custom landing pages optimized for conversion.

Results

The new branding, including the impactful tagline, and integrated marketing strategy effectively repositioned the SAAS offering in the market, garnering positive feedback from existing customers and attracting new users. The cohesive brand identity and strategic marketing efforts not only streamlined the customer journey, enhancing user engagement and loyalty, but also positioned the brand for future growth and success.

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