Brand assessment for a software company

Our client is a rapidly growing software brand competing in an emerging category. To meet ambitious growth targets, the software company worked with a brand agency to refresh its brand and positioning. Before this could be done, the company needed a clear grasp of its brand equity as well as that of its diverse range of competitors. It also needed a better understanding of market needs to inform messaging.

We conducted a quantitative research project, interviewing niche decision makers across software development, engineering, product management, leadership and more. Given the specific niche responsibility required to inform buying decisions for our client’s product, we custom-recruited and screened all respondents, ensuring 100% validated decision maker sample without use of panels.

Our data showed our client where to focus resources to optimize brand equity, and which benefits most resonated with decision makers. These insights were used to review the brand positioning strategy and marketing spend. We also highlighted key opportunities to differentiate the brand through market drivers analysis and brand mapping. The insights were used in close collaboration with the client’s brand agency to inform the brand refresh and positioning.