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Adapting your brand to a new positioning

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Let’s start with a game!
1Candice Gasperini • VP Branding • candice@sendinblue.com

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2
What about this other
French scale-up...
Candice Gasperini • VP Branding • candice@sendinblue.com

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Sendinblue Marketing • marketing@sendinblue.com
80k+
Businesses
160
Countries served
100M
Emails/SMS per day
Here are a fe...

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Adapting your brand to a new positioning

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By Candice Gasperini (https://twitter.com/candicesg), VP of Branding at SendinBlue (https://www.sendinblue.com/)

If you want a fresh rebranding, here you go - SendinBlue literally just announced theirs. One year ago, as they were working on their new positioning from an emailing to an all-in-one marketing platform, they needed to rethink their brand (logo, style, tone of voice) by adapting it to each segment they identified.

Candice arrived in september at SendinBlue to work on the rebranding and noticed one thing: the company was already quite big, with hundred thousands clients in 160 countries, they had very detailed data about their customers but had never taken the time to identify precisely their patterns, who they were and what was the real job customers were using their product for.

By Candice Gasperini (https://twitter.com/candicesg), VP of Branding at SendinBlue (https://www.sendinblue.com/)

If you want a fresh rebranding, here you go - SendinBlue literally just announced theirs. One year ago, as they were working on their new positioning from an emailing to an all-in-one marketing platform, they needed to rethink their brand (logo, style, tone of voice) by adapting it to each segment they identified.

Candice arrived in september at SendinBlue to work on the rebranding and noticed one thing: the company was already quite big, with hundred thousands clients in 160 countries, they had very detailed data about their customers but had never taken the time to identify precisely their patterns, who they were and what was the real job customers were using their product for.

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Adapting your brand to a new positioning

  1. 1. Let’s start with a game! 1Candice Gasperini • VP Branding • candice@sendinblue.com
  2. 2. 2 What about this other French scale-up... Candice Gasperini • VP Branding • candice@sendinblue.com
  3. 3. Sendinblue Marketing • marketing@sendinblue.com 80k+ Businesses 160 Countries served 100M Emails/SMS per day Here are a few stats for another fast-growing French scale-up... 4 Offices worldwide 30M Partech Ventures 250+ Employees
  4. 4. 4 Who knew about Sendinblue before joining? Candice Gasperini • VP Branding • candice@sendinblue.com
  5. 5. However, you’re bound to see us everywhere if you need an email tool. Expert in data acquisition 5 One of the most affordable Great reviews 50% WOM Full Refund, No Questions Asked Candice Gasperini • VP Branding • candice@sendinblue.com
  6. 6. So why wasn’t Sendinblue the most recognizable marketing software in France? 6Candice Gasperini • VP Branding • candice@sendinblue.com
  7. 7. 7 The answer is BRANDING... Candice Gasperini • VP Branding • candice@sendinblue.com ...or lack thereof.
  8. 8. 8 “No technology startup has a long shelf life. Even the best ideas become terrible ideas after a certain age.” Ben Horowitz The hard thing about hard things Evolving with the market: Becoming an All-In-One Platform Candice Gasperini • VP Branding • candice@sendinblue.com
  9. 9. Sendinblue Marketing • marketing@sendinblue.com Build brand awareness as all-in-one marketing platform Email Campaigns & Transactional Email Drag & Drop Editor SMS MarketingA/B Testing Retargeting Marketing Automation Send Time Optimization CRMChat Landing Pages
  10. 10. 10 How to stand (out) from the crowd? Be our authentic self. Candice Gasperini • VP Branding • candice@sendinblue.com
  11. 11. 11 How do we get there? Candice Gasperini • VP Branding • candice@sendinblue.com
  12. 12. Firstly, understand the “why”. Spend time discussing with our CEO. 12Candice Gasperini • VP Branding • candice@sendinblue.com
  13. 13. Secondly, define our personality, values, and culture. 13 Spend time with the soul of our company : employees. Workshops ManifestoInterviewsSurveys Candice Gasperini • VP Branding • candice@sendinblue.com
  14. 14. Thanks to that, we can identity what make us different 14Candice Gasperini • VP Branding • candice@sendinblue.com
  15. 15. 15 Then, get to know our customers and community 😍
  16. 16. Job-to-be-done methodology. 16 And figure out why our clients use Sendinblue Candice Gasperini • VP Branding • candice@sendinblue.com
  17. 17. Define positioning and messaging. 17 Match our customers’ needs with our value proposition and benefits. Candice Gasperini • VP Branding • candice@sendinblue.com
  18. 18. 18Candela S. Baixauli • Channel Marketing Manager • candela@sendinblue.com Lastly, implement it everywhere, and in a way that showcases our personality Our values: Modularity Playfulness Accessibility JBTD keywords and benefit focused copy
  19. 19. Clear Agency’s brief = creativity flow 19Candice Gasperini • VP Branding • candice@sendinblue.com Different concepts and moodboards
  20. 20. The result 20Candice Gasperini • VP Branding • candice@sendinblue.com
  21. 21. 21 Invite every employee to the party to bring the brand to life! Candice Gasperini • VP Branding • candice@sendinblue.com
  22. 22. 22 Before, we were selling a product. Now, we’re selling a solution. Candice Gasperini • VP Branding • candice@sendinblue.com

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