EnSight+ had a product that has been well received by the market but being a newer player in a market dominated by big players with clunky, enterprise software, needed to differentiate with its brand. Whilst the software is more customisable, user friendly and easier to deploy than competitive solutions the brand, branding and website didn’t reflect this and Xander Marketing was engaged to help with this problem.
During a series of workshops, desk research and analysis we dug deep into EnSight+ to:
By positioning EnSight+ against big and corporate brands which are well established, but complex we positioned EnSight+ as ‘challengers’, ‘pioneers’, ‘problem solvers’ and ‘collaborators’ leading to a brand which is ‘fresh and innovative’, ‘smart and focused’, ‘personal and engaging’ and ‘committed to make a difference’.
“It may be the underdog now, but this a position EnSight+ can embrace. It is rising and growing, challenging the status quo, committed to change.
The branding should put a warm and friendly face on complicated software, because EnSight+ are the helpers and the problem solvers. The brand brings clarity to the industry, showing that software can be used to transform operations and make lives easier.
Through collaboration and customisation, EnSight+ is changing the way businesses with mobile workforces think. It is changing the way they operate. And it is changing the way software works for people.”
This was articulated in a detailed report with a supporting mood board to provide a brief for the branding.
The brand work and mood board led us to create a new logo and brandmarks.
To bring the new brand and branding to life a new website was required. This involved:
The content focused on the new messaging and landing pages were created tailored to the different industries its solution worked in. Features were expanded from one page to an individual page for each key feature. Content marketing was mixed into the overall sales message.
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