TURNING PAY EQUITY SAAS SOLUTION INTO A CLEAR PURPOSE-DRIVEN HR BRAND
- Year
- 2023
- Contribution
- Research | Brand | Buyer enablement | Content strategy
- Outcome
- Iceland Innovation Award; 60+ page brand guide; 12x web traffic growth; 2x social following
Steps
PayAnalytics, later acquired by Beqom, was growing rapidly and had reached a point where its value, identity, and “personality” needed to be clearly defined and codified. I led a large-scale project to uncover the anecdotal, technical, and legal foundations of the solution, while finding relevant entry points into the product’s story for audiences with differing roles, perspectives, and expertise.
The biggest challenge was showing prospects and install base: (1) why pay equity and transparency mattered; (2) why they mattered to them and their organization (3) and why PayAnalytics was the right solution and partner. The work resulted in a brand book and a year-long content and partnership strategy for the solution. I wrote, produced, edited, or supervised every element of the program and mentored staff.
Central to this project was clarifying the fundamental connection between the product itself and its functionalities, and how the brand wanted to represent itself – and then bringing those things together. That manifested in the 5-pillar strategy (shown below as "Value Propositions"), which the website and platform were built around.
Inside the brand guide
Click a cover to read it right here.
