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.

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

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

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
Who knew about Sendinblue
before joining?
Candice Gasperini • VP Branding • candice@sendinblue.com

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. So why wasn’t Sendinblue the
most recognizable marketing
software in France?
6Candice Gasperini • VP Branding • candice@sendinblue.com

7. 7
The answer is
BRANDING...
Candice Gasperini • VP Branding • candice@sendinblue.com
...or lack thereof.

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. 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
How to stand
(out) from
the crowd?
Be our authentic self.
Candice Gasperini • VP Branding • candice@sendinblue.com

11. 11
How do we get there?
Candice Gasperini • VP Branding • candice@sendinblue.com

12. Firstly, understand the “why”.
Spend time discussing with our CEO.
12Candice Gasperini • VP Branding • candice@sendinblue.com

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. Thanks to that, we can identity
what make us different
14Candice Gasperini • VP Branding • candice@sendinblue.com

15. 15
Then,
get to
know our
customers
and
community
😍

16. Job-to-be-done methodology.
16
And figure
out why our
clients use
Sendinblue
Candice Gasperini • VP Branding • candice@sendinblue.com

17. Define positioning and
messaging.
17
Match our customers’
needs with our value
proposition and
benefits.
Candice Gasperini • VP Branding • candice@sendinblue.com

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. Clear Agency’s brief = creativity flow
19Candice Gasperini • VP Branding • candice@sendinblue.com
Different concepts and moodboards

20. The result
20Candice Gasperini • VP Branding • candice@sendinblue.com

21. 21
Invite every employee to the party to
bring the brand to life!
Candice Gasperini • VP Branding • candice@sendinblue.com

22. 22
Before, we were
selling a product.
Now, we’re selling a
solution.
Candice Gasperini • VP Branding • candice@sendinblue.com