BaseKit were struggling to articulate their offering which made for some confused messaging. Wanting to ensure that the new funding had maximum impact, they were aware they needed to develop a brand strategy to clarify their positioning, guide their new team and boost their marketing communications, including that of their employer brand, to help them attract the best talent.
I approached Sue and her team because we wanted to clarify our brand strategy ready to boost our big investment in sales and marketing. We now have a standout brand and a very clear sense of our purpose and positioning.
Simon Best, Founder, BaseKit
At this important stage of their development, the BaseKit team needed to be in a position where they could confidently articulate and embed their values, while communicating the simplicity and ease with which end users could navigate their three products. They wanted to show they weren’t just ‘another’ SaaS outfit and get across how they shared many of the values of their end users.
With so many of its partners and end users headquartered outside of the UK and Europe, there was a need to steer clear of culturally-specific language as well as bear in mind the differences between the requirements of the primary (partners) and secondary (end-users) audiences that were to be addressed.