SITUATION
A company with PE investment experienced a decline in YOY growth despite product improvements. A brand refresh coinciding with a product update was implemented, including a brand strategy with a unique value proposition, differentiators, personality, and vertical-specific messaging. This improved the go-to-market strategy, resulting in a 45% revenue increase and 3,500 new customers within 18 months. The company was positioned for divestiture with an attractive profit margin.
CHALLENGE
An emerging company with PE investment who had enjoyed 30% YOY growth for the past few years but recently had been limited to a 20% YOY growth. While product improvements were made, the company lacked a clear direction to communicate its brand differentiation and required a refresh of its unique value proposition.
ACTION
To transform this brand that coincided with the 2.0 introduction of the product with improved features and functionality, developed the vision and mission aligned to a brand strategy including brand promise, brand differentiators, brand personality plus vertical-specific messaging. This was the foundation to improve the go-to-market strategy as an opportunity to increase engagement with existing and prospective customers.
IMPACT
Within 18 months, revenue had increased by 45% and an additional 3,500 customers were added to the platform. Because of this performance, the company was positioned for divestiture with an attractive profit margin.
