Boldly rebranding a leading digital security provider for financial service institutions
As tech buying decisions move beyond the CIO to the CMO, COO, and the CEO, a compelling and cohesive technology or software brand strategy is critical for transcending commoditization. A leading key to success lies in creating a brand that connects to what are frequently very different audience expectations and concerns: the CIO’s focus on a given solution’s functionality, for example, or the CFO’s insistence on an acceptable ROI, or the CEO’s need for overarching strategic rationale.
A further challenge is the imperative to translate an often complex technology platform into a compelling story value proposition that is easily and quickly understandable—but in no way “dumbed down.”
SailPoint, a leader in identity and access management, succeeded in winning over technical buyers with its products. But it struggled to connect with the C-suite, who were becoming increasingly involved in security and IT purchase decisions — and who did not prioritize identity management. Through our research, we uncovered four insights that helped us build a brand that resonated not only with technical users but also with these non-technical stakeholders.
When B2B tech companies seek branding help, it’s often for a similar reason: their formerly product-focused, sales-driven organization needs a brand that goes beyond what they do and tells a larger story. This quest to minimize the role of products often raises doubts internally. More and more, together with our CMO partners, we on the agency side find ourselves responding to three common objections from sales executives.
For marketing executives at newly merged tech companies, the to-do list can be daunting, especially when it comes to brand. To help you cut through the clutter and position the brand for success, we recommend you address these three issues first.