Strengthening Brand Identity with a Clear Messaging & Positioning Strategy

See how I helped this B2B SaaS company develop customer personas and clarify their messaging and positioning strategy.

Situation

B2B SaaS company Perry Weather was growing fast: quickly building out its marketing team and expanding to new industries. Like many fast-growing start-ups, they simply did not have the time to stop and develop a clear brand voice, messaging and positioning strategy, or customer personas.

But they knew they needed to, in order to strengthen their brand identity, grow market share, and scale the business.

This initiative became even more urgent as the company was in the middle of a website redesign project, and they wanted their new site to reflect a clear message to resonate with new users.

Solution

My approach was guided by insights from multiple sources:

– Customers
– Senior leadership
– Campaign and web performance analytics

I identified and recruited existing customers from each of the industry verticals for customer insights interviews. I sought to understand – in their own words – the problems that Perry Weather solves for them and how it addresses the challenges they face. (Customers were overwhelmingly receptive and willing to participate! Within 3 weeks, we booked 15 insights interviews.)

This exercise revealed how the company serves all their customers, versus how each of their customer segments were unique in their needs.

I spoke with senior leadership, including Sales, Marketing, Product, and Customer Support, to make sure that our messaging was aligned with business objectives.

Lastly, I evaluated their website analytics and recent marketing campaign performance to understand what was working, and what wasn’t. My goal was to understand where we were losing customers and identify missed opportunities.

Results

These insights provided the clarity I needed to develop a clear messaging and positioning strategy, brand voice guide and clear customer personas, complete with: key challenges, benefits they receive, key features most valuable to them, and messaging.

I then implemented that strategy across the business, and more urgently, I wrote landing page copy for each of the industries they serve.