StellarAlgo closed a $16.5 Million Series A in the fall of 2021 with plans to scale aggressively and raise Series B. But they realized they had a branding issue.
The existing brand identity didn’t communicate the energy and passion of the industry or the modern innovation of their technology. The StellarAlgo team was still very attached to the original brand mark (a dial). They wanted to evolve the logo and brand while still honouring the company’s history.
StellarAlgo also struggled to explain the product offering in a way that each of their target audiences could understand.
- Data teams needed technical insight into how the product actually handles data behind the scenes.
- Marketing teams needed to see how easy the platform is to use in everyday work.
- Business executives needed to know how the platform would help them achieve revenue objectives.
Historically, StellarAlgo relied heavily on their technical expertise and ability to create value for data teams. But as the company grew, they needed to make it easier for all kinds of job titles to see the value of the platform.
One of the biggest changes to be made was terminology. StellarAlgo had positioned the platform as a Customer Data Platform (CDP). But over time they found that teams, leagues, and parent organizations weren’t interested in a CDP. Many of them already had one. But what they didn’t have was an easy way to understand and engage their fans.
They realized they needed to stop marketing the platform as a CDP and start leading with the value it could create.