welcome to the partner success day 2020

Welcome to the

Partner Success

Day 2020Conquering the digital transformation together!

Our new branding:

Why and how we changed

• Meet our new brand

• Learn about how we got there

• Leave with inspiration for your own brand

Have you noticed

that we’re looking

and sounding a

little different lately?

Our new branding

A brief introduction

Olivia De Beukelaer

• Senior content marketing specialist

• Content team lead

• “Unofficial brand manager”

o.debeukelaer@sana-commerce.com

linkedin.com/in/olivia-de-beukelaer/

Why we changed

Agenda

How we changed

Agenda

Tips and takeaways

Agenda

Why did we change?

Our new branding

The old Sana Commerce

Let’s travel back in time

Our old branding was created 5 Years ago

• E-commerce was still a new topic

for many B2B companies.

• We were a growing start-up of

78 employees.

• Sana Commerce helps businesses all over the world reach their full potential:

• Time to focus on improving customer experience

• Streamlining sales processes

• Increasing sales volume and frequency

• Lowering TCO

• Fast implementation

We talked about

• The shortcut to e-commerce

• ERP integration/Integrated e-commerce

• Interfaced e-commerce

And we looked a little cold and Impersonable

No longer represented where we and our customers were going

We evolved, and we needed to

take our brand with us.

The new Sana Commerce

+50%year-over-year

growth

We evolved as a company

400+

employees

8offices in Europe, APAC,

North and South America

3xCited in Forrester Wave™

(2020, 2018 and 2017)

75%of B2B purchases are

made online

B2B e-commerce and our customers evolved

10%year-on-year

increase expected for B2B e-commerce

3rd gene-commerce is

our customers’ and prospects’ current focus

Sources: Sapio 2019, Forrester 2018

How did we change?

Our new branding

Step 1: ResearchIndependent research:

Market, customers, competitors

How did we change?

Independent research into our

market and our value:

• Internal interviews

• Market research: trends, challenges

• Customer interviews and

assessments

• Competitor research

Step 1:

Research

Most of our target customers found success through building

and maintaining lasting relationships with customers who

heavily depend on them.

Research key findings

Most of our target customers found success through building

and maintaining lasting relationships with customers who

heavily depend on them.

With mainstream e-commerce solutions, they often struggle

to deliver the same experience online, that has made them

a success offline — damaging their relationships.

Research key findings

Most of our target customers found success through building

and maintaining lasting relationships with customers who

heavily depend on them.

With mainstream e-commerce solutions, they often struggle

to deliver the same experience online, that has made them

a success offline — damaging their relationships.

Meanwhile, our direct integration with the ERP enables

customers to deliver convenience, reliability and constant

evolution online — helping them foster their relationships

(and ultimately be successful through increased revenue).

Research key findings

How did we change?

Step 2: CultureLooking at our people

Taking a closer look at who we are and how we want to

represent ourselves:

• Young, dynamic

• Confident, bold

• Fast-growing

• Approachable, helpful, friendly

• Reliable, professional

Step 2: Our culture

How did we change?

Step 3: Putting it

all together

What we say, how we say it, how we look

We updated our look

We updated our look

We updated our look

Titles and headers

Body text and running copy.

Titles and headers

Body text and running copy.

We updated our look

We updated our message

The shortcut to

e-commerce

Prioritize

relationships, not just transactions.

We updated our message

ERP-integrated

e-commerce

ERP and e-commerce

work as one

We updated our message

Interfaced

e-commerce platforms

Mainstream

e-commerce platforms

We updated our message

We help businesses all over

the world reach their full

potential through:

• Time to focus on improving

customer experience

• Streamlining sales processes

• Increasing sales volume and

frequency

We help manufacturers,

distributors and wholesalers

succeed by fostering lasting

relationships through:

• Total customer convenience

• Reliability without compromise

• Constant evolution

Our tips and takeaways

To inspire your own (re-)brand

1. Tips for a new proposition

If looking to re-brand

Conduct research

External:

• What are competitors doing?• What are the current market

trends?

• Why are clients with us? What value do we provide them?

Internal:• What is our USP? What value

do we bring to our clients?• What is our company culture

like? How do we want to portray ourselves?

Find out what makes you unique, and why customers should care.

If looking to re-brand

Align internallyFrom sales and marketing, to

customer success and technical teams:

• Make sure everyone is on board• Set out your plans and

expectations• Get input from every team

If looking to re-brand

Conduct (more)

research

Have you come up with a great

new value proposition?

Test it on a handful of your

customers: do they understand what it means?

2. Tips for rebranding or an

improved style guide

• You likely have a LOT of branded assets: website, social

media, ads, sales contracts, finance invoices, technical

documentation, physical signage etc.

• Ask every department.

• Prioritize external-facing content.

• Expect to have a drawn-out transition period between your

old and new style guide.

Make a list of all existing assets

• A common font everyone already has installed

• Vs. a unique font — then also choose a secondary font!

Choose your font wisely

Ensure your brand effectively represents your customer

segment and help diminish stereotypes.

• Mix genders, ethnicities, ages etc.

• Major stock photo providers tend to have plenty of photos

of white men and (younger) women.

• But new providers focused on specific identities are

emerging, such as https://tonl.co/collections.

Diversify your photography

• Mix lighter backgrounds, with full-

photo and colored backgrounds.

• Think beyond “title at the top”.

• Make it unique to your brand.

Get creative with PowerPoint

• Create branded templates.

• Allow different departments to make

their own designs.

• Agree on a process.

Create consistent designs faster with Canva

• Apply your brand color and font

theme.

• Explain how to use the template in

the template itself.

• Now everyone can create their own

on-brand documents and pdfs.

Make a multi-purpose, self-service Word template

New value proposition:

• Research, and research again

• Align internally

New brand or improved style guide:

• List existing assets

• Choose your font wisely

• Diversify your photography

• Create consistent designs faster with a tool like Canva

• Get creative with PowerPoint, make it recognizable

• Make a multi-purpose, self-service Word template

Summary: Our tips and takeaways

Get your content package and

update your information

Help us with our re-brand!

Our new company

description, value

proposition and

product benefits

New illustration,

icons and product

screenshots

E-commerce reports

and guides to share

.

Reach out to your partner account manager for:

Type your questions, tips and comments in the chat box →

Thanks for listening!

Prioritize relationships, not just transactions.