Can you brand a new industry niche?

Start-up brand & value proposition creation

Global Expat Pay launched in January 2020 as a new software solution and data management service within the Global Mobility sector. As an industry innovator it needed to create a brand identity and value proposition that not only defined the market niche it had created but also illustrated how the solution worked.

Objectives

BrandStack were tasked with creating the brand identity from scratch and working with the business to define the value proposition and key marketing messaging before helping devise the initial go-to-market strategy. This venture funded start-up specifically came to BrandStack because of our reputation for delivering effective brand, messaging and marketing strategies efficiently.

The Challenge

• Refining the market positioning for a genuine industry innovation
• Delivering the whole ‘objective’ challenge within three months
• Integrating key third-party vendors into the marketing message
• Revising key content strategy to meet demands of Covid-19 impact

Our Approach

We believe in taking a collaborative approach with brand and proposition development utilising Simon Sinek’s Golden Circle as our foundation and guide. To help us integrate immediately with the fledgling business we ran several homework sessions on brand, audience and messaging before launching into a series of workshops. These contained up to 12 people, including key industry figures and advisors as well the founders of the business.

Workshop 1 – focused on the brand and proposition. Defining what you do, how and why you do it. Building a brand identity and value proposition for the business as a whole. This also enabled our design team to begin the first drafts of the visual identity.

Workshop 2 – focused on audience and messaging. Defining your market positioning, the relevant audience, personas and what messaging will resonate.

The outputs to these workshops was a fully realised brand and corporate identity, a complete brand and value proposition, key target persona and messaging matrix and full marketing strategy. BrandStack then began the development of the company website and core marketing content.

Outcomes

• Company launched
• Full brand, positioning and proposition document
• Website launched
• Online diagnostic tool
• Revised marketing content strategy