Brand Narrative Shift for a
Tech Company
Industry: Technology
Challenge
A fast-growing technology company was struggling to connect its sales story to what clients truly needed in a fast-paced, constantly changing tech landscape. Their brand narrative emphasized features over value, making it harder for prospects to see how the company could solve their business challenges.
Solution
Morris Hoeft Group embedded as a fractional CMO to lead a strategic brand repositioning::
Shifted the brand narrative to focus on customer needs, business outcomes, and adaptability in a rapidly evolving tech environment
Updated the company’s website and omni-channel marketing to align with the refreshed positioning and narrative
Created a consistent experience across digital, sales, and customer touchpoints to reinforce the new message
Results
Seen as the go-to leader for leading technologies; growing national to global
Increased positive feedback from prospects on the clarity and relevance of the company’s value proposition
Achieved stronger market differentiation in a crowded tech space