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Cv brand v4.0
This document provides recommendations for positioning Commvault's digital brand based on analyzing its personality, relationships, culture, community, and values. It examines how Commvault can differentiate itself from competitors by more strongly defining each of these facets. Specific tactics are proposed for various sections of the Commvault website to better convey the brand's rebellious and innovative nature while maintaining professionalism. Emphasis is placed on showing humanity, community engagement, and reassuring customers that choosing Commvault supports their vision and reputation.
Cv brand v4.0
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- 3. Six Facets toBrand Based on the Work of Jean Noel-Kapferer Service / Product Product’s Inherent Personality Product’s Attitude to Me The World of the Product How it Can Shape My Community How it Affects My Reputation How it Supports My Values
- 4. DIGITAL BRAND POSITIONING ANDRECOMMENDATIONS What We’ve Learned
- 5. Its Personality Rebel Innovative Professional Warm Human Trustworthy Forward Thinking Cutfrom Different Cloth Focused Smart Funny Commvault is… Competitors are largely playing it safe by limiting the attributes of their personality to having “professional” faces. Additional character attributes such as: a sense of humor, playfulness, and humanness are shown but few seem to be willing to present a distinct and unique personality. Commvault can exploit this by showing its rebellious nature while also showing that this nature is essential to innovation and a professional approach to modern IT
- 6. Personality Recommendations Attributes Tactics Rebel Rebellionis a different course. In “How it Works”, speak directly to the direction we are taking vs. others Speak to our discontent. What irks us? Are we willing to nail a manifesto to the door of the IT Cathedral? If not, let’s drop this . Use copy in “Software Overview” that shows that it is both our passion AND our intellect that are guiding us. We love what we are doing and there is only one way we can do it This is a shift and means bringing into our messaging images and messages pointed directly at our competition Build out a “Competitors Section” where we show how we rate to our competitors Smart-Funny Use our humor more widely. It is disarming, humanizes us and underlines that we are not phony. Our humor works best in our images. Work it in throughout at 20%
- 7. Personality Recommendations Attributes Tactics ForwardThinking Include in product sections language about what the solution can address in the future AND addresses now Measured Youthful/Playful Outlook, Progressive Explore a more complex color palette. Explore colors that are more inline with these attributes than those of a conservative corporation (blue and white). See NetApp for measured playful outlook Human Gather human elements, all of the human touch points, into one section on website – Simpana Nation Photos: Real People inside and around CV (Simpana Nation membership) Quotes from real people
- 8. Its Relationship Professional Listening Warm Human Trustworthy Being Real:No Bullshit and No Nonsense Commvault will treat me in a way that is … Several competitors strive to imply that they are human but few tell the CIO or the Backup Admin what working with them will be like. Because product purchases in this space are marked by high fees, and often ongoing contact with support, companies are buying a relationship along with products and services. So defining this relationship for prospects is a gap in most brands – an opportunity for Commvault
- 9. Relationship Recommendations Attributes Tactics Listening Includelanguage about professional services in “Solutions” sections Include interviews with people within professional services in “Professional Services” section and case studies of professional services in Case Studies section Include CIO graphic about tailoring a solution in “Business Value” Section Call us. Talk to us live or at appointed times Schedule interactive White Board Sessions. Promote these throughout the site Make it clear that we are listening. Use parametric nav or solutions building tool to underline that we are responding to them. Put at the top, “Point us in the right direction; your direction” Build a solutions building tool Show we WANT to listen. Show excitement about challenges customers bring us Highlight “Biggest Challenge of the Year” in “Solutions” section (pointing to pro services)
- 10. Relationship Recommendations Attributes Tactics BeingReal The attitude of people towards customers - who AREN’T on the front lines - is also important In “About Us” make people real by discussing actual employees, how they came to choose to work at CV, what they do, the challenges they face and their attitude towards customers. Trustworthy Tie “Professional Services” to real people. Create a “Meet the Team” Section highlighting a few individuals across the offering. We have to. These are the people that are going to be working with them. Real people can be trusted
- 11. Its Culture Buzz Something GoingOn Forward Thinking Commvault belongs to a world with a culture – a place that is the source for its vision and a place that reflects its vision of modern data management. Working with Commvault transports/connect s me to this place. It is a place and culture that is… No brand is leveraging its culture - comes from somewhere or has a special culture or calling. No IT company is leveraging this in the same way Apple or BMW have. This is a phenomenal opportunity for Commvault to differentiate itself from its competitors
- 12. Culture Recommendations Attributes Tactics Cultureand Place 50% of the traffic on CV.com is from outside of the US. Give the brand a sense of place. Apple is Californian. Porsche is German. Where is CV? Show that Commvault is international and use that international position to support that CV is cutting edge, rebellious, innovative, sophisticated, hip, youthful, connected Use International images that are human. Homepage take-over. Have a different country host the home page each month. Test using large background images from international locations that are shot at street level. See examples on next page and http://www.webdesignerwall.com/trends/80- large-background-websites/ and http://www.gs.com/ CV || Fine international Arch and context Bridge creative began showing a wider context; an expansive world Specific architectural solutions to time and place and culture We are No Where We are in Ocean Port. That is No Where Our culture is the ability to be self sustaining. We are our own Pack. We follow our own compass.
- 13. Culture Recommendations Attributes Tactics Youthfulin outlook, Cool, Forward thinking Explore a more complex color palette. Explore colors that are more inline with these attributes than those of a conservative corporation (blue and white). Trustworthy Tie “Professional Services” to real people. We have to. These are the people that are going to be working with them. Real people can be trusted
- 14. My Community Knowledgeable Engaged Passionate Professional Forward Thinking Successful Informed Smart Peoplewho also use Commvault are… Few competitors are addressing the need to at least not be the only one using the product. Few consciously address the esteem that comes from belonging to a highly regarded and professional group. This is low hanging fruit for Commvault
- 15. My Community Recommendations AttributesTactics Knowledgeable, Passionate, Cutting Edge Identify KOLs (Key Opinion Leaders) who are CIOs, Dir of IT, and Backup Admins in the same way we have targeted and promoted some analysts Create a vignette module for inclusion in the sidebar of the “Solutions” pages. This vignette would have a picture of a respected customer along with one or two sentences by them where they speak directly to the prospect about the solution and working with CV to install it. Make it directly from KOL to Prospect. Forward Thinking, Professional Good People Push some part of the service area forums into view on the “solutions” pages. Prefer dynamic but they could be static outtakes. Show forums where people we might aspire to be like speak on CV
- 16. My Community Recommendations AttributesTactics Passionate Community Show the community side of using Simpana Organize site to bring all content related to people into one place Show the passion, smart-humor and that it is more than the sum of its parts by titling this section “Simpana Nation” Youthful in Perspective, Forward Thinking Leverage International membership
- 17. My Reputation Knowledgeable The Guyto Go To Informed Problem Solver Committed Passionate Professional On the Cutting edge Forward Thinking People who see me recommending Commvault will see me as … IBM did this “no one gets fired for buying IBM” Let’s take this up a notch. Find real customers who got kudos for choosing CV Find opportunities to
- 18. My Reputation Recommendations AttributesTactics The Guy to Go To It come down to this: What are we going to do to make people feel safe about putting their ass on the line for us? You are not going it alone. We have your back. This will be a success. We promise you We need to make it clear that People who bring in Simpana are seen as gurus afterwards Do we address it head on? Do we have a section that lays out how you are going to be a star? Maybe it fits into our sense of humor
- 19. My Values Have integrity Makethe right choices Stay on the cutting edge Am wicked smart Ahead of the curve Insightful Recommending Commvault reinforces a personal vision of myself that I … Our competitors have ignored that customers need to be doing work that is of value to them. Part of this value comes from making choices that reinforce their best image of themselves. Who I am and where I am going. Our prospects at the end of the day need to see something that proves to themselves that they have what it takes to be going somewhere It is good to know that the decisions you are making will help you keep your balance and follow the course you have set on your internal compass. No competitor’s brand addresses this need.
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