In a world of anonymous SEO platform providers, we created a distinctive brand for Botify to help it stand out from the crowd
By digging into what senior buyers in this industry want, and aligning that to Botify’s strengths, we created a distinctive brand that resonates with CMOs.
Botify is an SEO platform that gives businesses the tools to improve their search rankings.
It wanted to become the undisputed search engine optimization platform for enterprises. But most CMOs don’t know the name of an SEO company, let alone the value they can generate. The brand needed repositioning and redesigning to support the company’s enterprise growth ambitions.
We ran a series of interviews and workshops with key people at Botify to understand what made the company unique from a product and culture view.
Then came competitor research, which revealed other vendors’ messaging was skewed towards the purely rational. Finally, market analysis showed CMOs were looking for new growth opportunities, such as unlocking the value in existing digital assets. Together, these insights informed our brand idea: ‘The power to discover hidden potential’. Supporting messages highlighted the benefits of maximizing digital assets. We created a visual concept using light, shadow and layers as simple metaphors showing how to reveal hidden value by removing clutter and complexity.