Sinch MessageMedia
‘Be where your customers are’
Global brand identity
Sinch MessageMedia is a global SaaS business that targets SMBs. And it needed some serious brand love.
We’re talking the works: A consistent tone of voice. A new look and feel. A much more modern website. Oh, and a global brand positioning and strategy. From scratch. (In that order – and rolled out yesterday, please.) So, we did just that.
My role: Creative Director and Copywriter
A SHINY NEW TONE OF VOICE
Despite being around for 20+ years, Sinch MessageMedia didn’t have an official tone of voice. Instead, it came down to who was writing the content at the time. Product, sales, marketing and legal – everyone was on the tools.
Cue me. After consulting 14 key stakeholders across the business, I developed, implemented, and trained up the team with a tone of voice that was human, playful and 100% customer-centric. Here’s a snapshot of the 37-page document. (Yep, it’s a whopper.)
A SUPER-COOL LOOK-AND-FEEL.
Next, came the brand refresh. Working closely with the Creative Director, Design/UX, we crafted a much more modern look and feel that better reflected our shiny new voice. All while still aligning with our parent company, Swedish CPaaS giant, Sinch.
Get a glimpse of the brand guidelines below.
AN AWESOME NEW WEBSITE.
Compelling, conversational messaging. Modern look and feel. Much better UX. It’s no surprise the revamped site smashed its targets. Free trial conversion rates were up by 85.29%, for both the AU and US markets, in just a few months. Boom.
AND A BRAND-NEW, BRAND POSITIONING.
Sinch MessageMedia hadn’t had a brand positioning before. But it was increasingly clear we needed to know who we were, and what we stood for, stat. Or, our customers wouldn’t have a clue either.
So, in six months, our lean team (i.e. three people, including yours truly) developed, tested, tweaked, and rolled out MessageMedia’s global brand positioning.
All comms now ladder up to our brand positioning, “SMS and more.”
This presentation reached a global audience of 600 people across all of Sinch's SMB brands (ClickSend, SimpleTexting and MessageMedia).
Here I am, with my best newsreader's face on, presenting the new brand positioning and tone of voice.
JOB, DONE(ISH).
Sinch MessageMedia’s brand identity is now being rolled out across all parts of the business. The homepage is a hit, with conversion rates going gangbusters in AU and the US.
All Sinch MessageMedia comms now ladder up to our brand positioning, “SMS and more”. Result.