IT WITH EMPATHY
This is a project in process that I started working on in December 2022. The client is an IT-developing company specializing in apps. They were in need of new positioning that would help them to stand out in the dense market.
Client: NDA, will be revealed in Q4 2023.
Release date: Expected to be launched in Q4 2023.
Products developed: redefined the company's positioning, found a new value proposition hypothesis, created brand fundamentals, created HR-brand basics, developed the ToV, and developed the messages and the website content.
What was the problem
The initial request was to develop the website content. However, after a first dive-in meeting, it became apparent that the client lacked more profound work: There was no clarity in positioning, value proposition, and marketing strategy. That was creating a lot of chaos, affecting the company’s results. This is a typical situation for small companies that went through a rapid growth period.
What solution was offered
Jumping blindfolded on content without clearly understanding the strategy—is a waste of money and time. We agreed to start with the situation analysis, segmentation, need states, value proposition (VP), and positioning.
After we got clarity on this, we continued with brand fundamentals. First, we developed the b2b brand fundamentals, then continued with the b2e or HR brand.
Having all this done, we worked on the rules for expressing the newly defined brand in the content—the tone of voice.
Finally, the website content was developed quickly and easily—because the deeper, strategic part was already there. Thus, the messages for the content were evident, too.
Process and results
The process was built following my methodology of co-creation. For this, the decision-making people were part of the working group from the client side. We worked through four six-hour strategy sessions and two co-creation sessions. This approach led us to the synergetic results achieved with the contribution of multiple expertise, not just marketing.
Now, the client knows how to clearly communicate what they are offering, what target segments are the most interesting for them, and what value they deliver to their customers. And, of course, they have the website content not “from the air” but as an essential part of a bigger marketing system.