Animated thank you message with a smiling face integrated into the number 2

Full rebrand and strategy in 9 months

An early and successful player in bespoke CRMs, the founding company called ‘ESiT’ required a review of their marketing operation. The senior team were insecure about talking about brand and marketing issues as it wasn’t their field of expertise.

The brand was punching 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

My research rapidly indicated that 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. The opportunity was to:

  • 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, the challenge was to convince the MD of the enormous opportunity and unfulfilled potential of the business. The MD was open to the research evidence and in-depth market audit I had generated. The tasks to be done were to:

  • 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 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 we are getting is that we are the most appealing brand and product in the sector which led to their decision to go with us - which 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!