200+
Stakeholder Interviews
40%
Increase in Brand Recognition
20%
Increase in Lead Conversion
Brand messaging guidelines that gave a 3rd party SAAS Company emotional appeal
Witness the success of our research-based brand messaging exercise that fueled a new era of customer relationships.
The Brief
Spinnaker Support came to us with a problem — they were reaching their highly niche audience, but their current website wasn’t converting. They new that a shiny new website wouldn’t solve their problems — they needed new brand messaging to communicate their highly competitive product benefits.
The Execution
We took off running with branding for Spinnaker by conducting internal stakeholder interviews as well as social and mass media listening. It became clear that the people behind Spinnaker Support were passionate about their product and the quality service they provided. It also became clear (particularly on Reddit) how much vitriol consumers had for Spinnaker’s competitors, as well as the companies for which they provided third party support.
We used our findings to craft a brand manifesto which succinctly and holistically captured the value that Spinnaker brings to its partners. This became the key for their messaging as well as Spinnaker’s future user experience — Spinnaker is a trusted partner that works with you to provide customized support. Their future is your future, your success is their success.
The Result
This was more than a technical upgrade. The new Spinnaker website was now perfectly positioned to convert new customers. With TOP, Spinnaker was able to eliminate the disconnect between the technical services they provide, and the positive emotions their customers feel.
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