Brand concept to international launch in 4 months for international software company.

Brand Development| Export Strategy | Product Development

The Client

International enterprise level software solutions provider.

Industry

Software & ICT

The Brief

IMS were contracted to develop a market launch and branding strategy for a new strategic business venture due for launch in 2017.

The Challenge

Our client initially contacted IMS Marketing following several months of software development on their new software solution. The target market was different to their core business and presented a strategic growth opportunity for the company to enter a new market segment. This demanded a complete brand identity and communications strategy. This challenge was amplified by the opportunity to launch the brand at a key industry event within a time-frame of 4 months.

The Idea

The initial focus of the project was on developing a unique and compelling value proposition for this new business unit. Working closely with the management team, we facilitated workshops around the long term vision of the new business unit, the target markets, differentiators and target segments. Still without a product name, we next embarked on the brand naming process. After researching a broad list of available names, with trademark and domain name protection, we explored initial brand concepts and potential brand roadmaps for a short list of names. Eventually, our new brand name was chosen and we set about the development of the brand identity.

IMS took responsibility for all aspects of this including website, explainer animations, sales collateral and social media branding. We developed a detailed brand launch plan where our client committed to be a keynote speaker and sponsor at a key industry event. In advance of the event, we also prepared a detailed 12 month brand communications plan which included the following: A calendar of international events, online and social media promotion, CRM marketing and PR management. Phase 2 of our brand roadmap was also executed with a series of creatives rolled out to promote the brand to broader audiences and appeal to different benefits of the software solution.

The Results

Since the successful product launch, our client has successfully converted a number of high profile customers for its software solution and in addition has been widely viewed as a thought leader in the space in which they operate. This project highlights the ability of IMS Marketing to strategically develop a brand from concept stage and provide a full service outsourced marketing and communications service to an international client.

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