An enterprise software company mainly targeting the insurance market, Skywire Software was built through strategic acquisitions. In 2007 the company made three such acquisitions, resulting in a company nearly seven times its size just one year earlier. Brand perception within the markets the company served was cloudy and brand recognition was low. It was a small company that had flown under the radar, but it was now prepping for the global spotlight.
Furthermore, the company’s identity and values were not clear in the minds of employees, especially those most recently acquired. The company was in flux – calling for a brand platform that was broad enough to accept new acquisitions, new software applications and new services, yet clear and personal enough to engage employees.
Challenge: Create a brand and messaging capable of not only unifying four disparate companies, but also incorporate additional acquisition. Do so in a manner that builds excitement and brand equity as quickly as possible.
Strategies:
Start off on the right foot: Even with an incredibly tight deadline, Carstens & Company recommended a brand workshop and development of a brand platform before proceeding with identity development. The four-hour workshop was preceded by a communications audit as well as discovery and analysis looking at the company’s history, culture and brand perceptions. During the workshop, we uncovered insight into the company, its audiences, competition and business goals.
Articulate a unified brand platform: Carstens & Company crafted a brand identity that captured the essence of the company. The platform also included core values, the brand promise, brand voice and brand roadmap to guide execution.
Create a distinct, passionate brand identity: Working with design firm Eisenberg And Associates, we developed Skywire Software’s new corporate identity to reflect the company’s focus on its customers, personal nature, and youthful energy.
Launch internally/worldwide launch: In this case, the internal launch took on additional importance given the sheer number of new employees from acquisitions. It was critical to the success of the company that employees understood and embodied the brand and values.
Kick off externally and keep the buzz going: Introducing new branding in a time of acquisition required a tremendous amount of promotion across multiple departments and tactics. Tight, concise and consistent messaging was used throughout an aggressive brand promotion program with limited budget.
Results:
The Skywire Software brand ultimately unified four companies under one brand. It drove consistent messaging across multiple tactics, including product positioning, events, lead generation, web/interactive, advertising, media relations and analyst relations. The brand was consistently embodied throughout the organization. The fast-paced, well-executed promotional strategy definitely increased the company’s brand perception and recognition, eventually catching the eye of Oracle, which acquired Skywire Software in July 2008.
Response from industry and customers was overwhelmingly positive. The company ranked higher in industry rankings than any of the individual companies that were rolled up. The logo design was selected from among 10,000 entrees as a winner of the 2007 American Graphic Design award and featured in design publications.
The Bottom Line: The only way to present a consistent and relevant brand was to first, develop a brand platform that had truth and depth; second, design visual symbols that accurately reflect the brand; and third, actively engage employees who were charged with carrying out its components. Only then could messages be consistently and frequently communicated with customers and prospects, as well as with media and analysts.
“The value that Valerie brought to Skywire Software was phenomenal. There is no question that her brand guidance and leadership in quickly unifying four disparate brands into one had great impact on our company.”
– Patrick Brandt, founder and former CEO, Skywire Software
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