Creation of new brand positioning
During a series of workshops, desk research and analysis we dug deep into EnSight+ to:
- Understand the target market, what drives them, their pain points and challenges, alongside what other brands they currently buy
- Undertake a detailed competitor analysis
- Define and articulate its USP and value proposition
- Creating brand positioning through defining a new vision statement, mission statement and values to be able to define a brand personality, tone of voice and key branding elements
- Developing key messages
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.