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.
As tech buying decisions move beyond the CIO to the CMO, COO and 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 and value proposition that is easily and quickly understandable—but in no way “dumbed down.”
As a technology and software branding agency, we partner to build brands that drive value creation by translating tech talk into clear and engaging brand narratives.
Through collaborative partnerships, we challenge the expected and unearth big ideas to reflect the bold moves tech companies make. Whether you’re a burgeoning tech unicorn or an established industry leader, we’re here to help you build a brand as disruptive as you are.