welcome to the partner success day 2020
TRANSCRIPT
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”
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.