The challenge: Stelligent, a DevOps Automation company, had been operating as a startup with small and medium enterprise clients, as well as divisions of large conglomerates. As the Stelligent team refined their offerings, they wanted to move into new markets, in particular, software-heavy mid-tier firms that could benefit dramatically from development operations automation.
The solution: I had to break the perception that Stelligent only worked with enterprise-level clients, and to do that meant completely reworking the company’s brand positioning. Analyzing the competition in the mid-tier market, there was an opportunity for Stelligent to bring a level of expertise previously unheard of in this space, and at a reasonable price point. So I positioned Stelligent as the company that was ‘Democratizing DevOps’. With the many-layered brand essence ‘Engineering Autonomy’, Stelligent are able to own a powerful brand story that speaks directly to software engineers and engineering management.
The results: On the heels of Board and management buy-in to the new brand strategy, Stelligent is engaged in shifting its messaging and aggressively approaching prime mid-tier prospects, having already picked up a number of key business wins.
My functions: Brand Strategy, Brand Messaging, Creative Direction.