BRAND MESSAGING

Repositioning a Global Tech Brand

The tech industry moves at the speed of light, making it necessary for companies to understand their positioning in a highly competitive environment. Sometimes a rebrand is in order, and other times a subtle repositioning is the best course of action to reach new customers and demonstrate a company’s true value.

Challenge

When a global applied AI and data science software and services company needed to break through in the U.S. market, they turned to Yelram to help refine their brand narrative and positioning for key industries such as healthcare, manufacturing, banking, and education.

Solution

We evaluated competitor positioning. To understand the current positioning, we conducted primary research on our client’s main competitors. This identified gaps where our client could establish a clear point of view in how to help their customers solve their toughest challenges.

We talked to internal stakeholders. We conducted interviews with internal stakeholders, from founders to engineers, to understand how they talk about themselves. This revealed confusion in the company’s current positioning and ways to refine messaging related to the company’s focus on people and problem solving, in addition to breakthrough AI solutions. 

We delivered. In less than a month, we delivered a revised corporate positioning statement and value proposition for use across channels, from website copy and presentations to press materials and customer communications.

Results

The founders were thrilled with the result and shared the best feedback we could receive: “Wow, you really understand us. This is something we can be proud of.”