Full rebrand and strategy in 9 months

An early and successful player in bespoke CRMs, the founding company called ‘ESiT’ called up my services to review their marketing operation. As is typical , the SLT and MD were insecure about talking about brand and marketing issues as it wasn’t their field of expertise. The conversation started as “We think we need a new website…”.

It soon became apparent the brand was punching way below its weight. After some initial exploratory client interviews, I discovered their specialist software, designed specifically for Universities and 3rd sector organisations, was world class.

The Opportunity

The core software product was severely misrepresented in all market facing communications and the management and staff of ESiT had no idea just how valued their product and service offer was.

  • Re-brand the product and the business, distilling all the strengths and ‘Value Creation Points’ of the business into market and staff facing communications

  • Radically ‘clean-up’ the plethora of mini-brands that had built up over time and streamline their offer around one bold and compelling offer

  • Set a marketing plan in motion to re-position the business, generate attention and re-evaluation amongst their target audience

the challenge

First and foremost, to convince the MD of the enormous opportunity and unfulfilled potential of the business. To the MD’s credit, he listened not just to me, but to the clear research evidence I had generated.

  • Synthesise the ‘view from the outside’ (clients and end users) with the ‘view from the inside’ (staff) to build a meaningful, compelling new brand

  • Build a clear set of brand themes to champion the business

  • Procure a suitable design and web agency to collaborate in brand development

  • Bring management and staff on the journey, including the recruitment of a new Marketing Manager

The Outcomes

All of the above was achieved in 9 months. The business was essentially re-launched with a new identity and new purpose: confident, self-aware and with the personality it deserved. Within 2 years the business was acquired by one of the giant UK software brands.

After the acquisition the MD I worked alongside wrote:

Thank you for all your hard work, creativity and patience!  

The feedback that we are the most appealing brand and product in the sector which lead to their decision, is pretty good to hear – so thank you for your support and ideas once again.  

…To think I was unsure when you said we should drop ESiT and just go with thankQ!