Papirfly

Brand Positioning, Proposition Development, Website Design and In-Bound Marketing Roll-Out

Stakeholder: Founder / CEO

The Challenge
BrandMaster was in scale-up mode. New acquisitions were on the horizon, average deal size was increasing, new territories were opening up and there was a new leadership team. It was time to develop a new story, brand positioning and communications plan to support the next phase of ambitious growth.

Why TKM
Our expertise in defining insightful strategy, delivering creative positioning and creating unique and relevant content to drive demand generation, ensures we can craft a compelling story to drive sales, nurture prospects and accelerate growth. In addition to this, our expertise in change and relationship management, minimised the risk around alignment and adoption of a new story and positioning.

What We Did

Immersion

  • 1-2-1 CEO workshop
  • 30-minute Interview x 3 existing clients (multiple verticals)
  • Interview x 2 prospects
  • Review existing multi-territory sales collateral
  • Baseline industry research, trends and hot topics

Imagination

Brand Positioning Development Workshop in Oslo: Insight, Education & Alignment

  • Customer
  • Marketplace
  • Our company
  • Communication
  • Business truths
  • Competitive positioning
  • Fundamentals to positioning and proposition development

Brand Positioning Workshop in London: Creative & Brand Workshop

  • Explore positioning
  • Personality, essence, vocabulary, brand guidelines
  • Customer persona messaging; benefits
  • Competitive point of difference

What We Delivered
A comprehensive Lighthouse Model encompassing:

  • A positioning statement; an evocative statement with visual imagery support
  • Identification of three direct buyer personas and one channel partner, with a full analysis of each persona and reasons to engage
  • Value propositions and key messages for each persona and channel
  • Identification and articulation of company values
  • Delivery of a creative brief to use internally and for creative partners for ongoing communications

The Outcomes
BrandMaster, following the merger with Papirfly grew significantly, internationally and commercially. The extremely strong brand positioning led to new communications including website, case studies, thought leadership papers and, perhaps most importantly, alignment across the group who now had one story to take to market. Papirfly is now a leading brand management platform, globally, with over 600 brands using the platform for Digital Asset Management (DAM). A true SaaS success story!