In need of a new brand

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.

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.

Brand to branding

The brand work and mood board led us to create a new logo and brandmarks.

Website

To bring the new brand and branding to life a new website was required. This involved:

  • Creating new content for every page
  • Design and build using WordPress as a content management system (CMS)
  • Optimising it for SEO

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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