She/her
Case study: Enterprise Rebrand
What do you do when you want to rethink how you position yourself in the B2B space? A rebrand!
Content Strategy | Brand voice + tone
The problem
Root Inc's B2B business, Root Enterprise, sells telematics to mid-market insurance carriers who don't readily have access to the technology. The business wanted us to rethink the brand in a scalable way that pushed our value to our desired clientele, while flexing our voice and tone in a way that spoke to the B2B market—while still sounding like Root.
The Team + Stakeholders
Creative Marketing
Product Marketing Creative Lead (me!)
Sr Design Director
Copy Director
Product Marketing
Product Marketing Director
Sr Product Marketing Manager
Enterprise
Chief Business Development Officer
General Manager
Director of Product
Here's what we did
Part I
We started by working with the Product Marketing Manager to establish the brand pillars and personality that we wanted to build the rebrand around. After workshops and strategy sessions in which we focused on our value props and the customer research the marketing and products team had conducted, we landed on:
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Part II
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The Sr Design Director and I conducted a competitive analysis to better understand the landscape and help the business speak to where they wanted to be in the DSAAS (data science as a service) landscape.
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Our biggest takeaways? A whole lot of blue, and everyone was playing in the same space.
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Part III
We considered the personality traits for the Enterprise business and how we could flex those in different directions that would allow for scalability in the future.
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We focused on exploring the evolution of the brand through the lens of each personality trait paired with "dynamic," a trait so inherent to the business we felt it was necessary to include it in each exploration.
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From a voice and tone perspective, we wanted any rebrand to still sound like Root, so we considered the company's overarching voice and tone guidelines and highlighted the aspects we felt we should lean into for B2B.
Exploration 1:
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The first exploration was thru the lens of Dynamic and Innovative, not so dissimilar to the current Enterprise brand, but considering how we could think about it in a different way and push the technology aspect further.
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The Sr Design Director and I worked together to think through how we would want to speak to these customers, and how we would want the design choices to reflect and support the messaging and tone. We included overviews as to how we would approach the messaging, why we would use that approach, and sample headlines to bring the messaging, tone, and brand to life.
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Exploration 2:
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The second exploration was thru the lens of Dynamic and Empowering, moving away from the power of the technology itself and into the power our tools and technology afforded the company—the power to be future-ready, the power to make smarter decisions with data, and the power to give their customers what they're looking for.
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The Sr Design Director and I worked together to think through how we would want to speak to these customers, and how we would want the design choices to reflect and support the messaging and tone. We included overviews as to how we would approach the messaging, why we would use that approach, and sample headlines to bring the messaging, tone, and brand to life.
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Exploration 3:
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The final exploration was thru the lens of Dynamic and Accessible. We leaned into both an end-customer focus, with the ease of use of the product and the white label app that provides a simple, streamlined, readily available solution for mid-market companies to provide for their consumers, as well as the fact that companies could try our products before committing.
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The Sr Design Director and I worked together to think through how we would want to speak to these customers, and how we would want the design choices to reflect and support the messaging and tone. We included overviews as to how we would approach the messaging, why we would use that approach, and sample headlines to bring the messaging, tone, and brand to life.
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The results
The Sr Design Director and I pitched our rebrand explorations to the stakeholders, including the General Manager of Root Enterprise and the Chief Business Development Officer. They loved the explorations and felt that the "Level up your offerings" choice, leaning into Empowerment, was a direction that was scalable and spoke to how we wanted to be known and considered as a company.
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And then...the rebrand was put on hold for other business objectives.
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So, why share? I was really proud of this work. I felt privileged that my Copy Director and leadership entrusted me with such an important undertaking, and based on the response, we delivered what the stakeholders were looking for. Ultimately, this work is ready to be considered once again—or tweaked, as needed—when the company reprioritizes this work. I'm excited to see where this will go in the future.