From Software Startup to Fast Growth Company: Positioning Lane Four for Growth in the Salesforce Ecosystem
From Software Startup to Fast Growth Company: Positioning Lane Four for Growth in the Salesforce Ecosystem
Background
Lane Four, an established Salesforce consulting business with a stable list of fee-paying clients, has started to commercialize a stand-alone software product solution on a subscription basis. The organization is straining to support its core business while also behaving like a software start-up. There is confusion internally and externally about what the Lane Four brand stands for and how it can support the needs of two distinct go-to-market strategies.
We needed to get management talking in a series of interviews and workshops. To clarify the specific needs of each line of business to define a brand positioning and architecture that will heighten the brand’s relevance in each business segment while respecting Lane Four’s modest marketing budget.
Charting a Course
A series of Internal stakeholder and customer feedback sessions and external and competitive scans led to a corporate brand positioning, which emerged from a unique approach to customer problem-solving. We developed two sub-brand positionings and names tailored to the needs of consultancy and SaaS and created a playbook that explains the relationship between the corporate and sub-brands, graphic identity, language and guidelines for brand usage.
Arriving at the Destination
A clear alignment of business priorities and overall vision throughout the organization, brought to life in new brand identity. As one of Canada’s fastest growth tech companies, Lane Four continues to grow at a torrid pace.
‘Our process with Blackjet helped us clarify our vision, organize our business units and articulate our brand with a compelling new identity and narrative positioning us for our continued rapid growth.’
