Case study: Writing to create a brand

When you have a product to sell, you sell it once and the client takes ownership of that product. But with software as a service, you are creating a product that you “sell” over and over again. Every time the payment is due, you need to re-sell why you provide the service that you do. And when there are other competing products in the marketplace, you’d better step up with something different of your own.

I had an opportunity to write for a client who was selling financial software as a service. They were a brand new product competing in a space already dominated by several other names.

With a total blank slate, I set out to create the brand. I knew that we’d never be able to compete on an equal plain with the other established service providers in the category. They had already locked up the ideas/concepts/terms that they stood for. So we found our own idea and I wrote all the content around that one idea. I recommended a mascot to be created and presented frequently on all the pages to give the brand its identity. All content — on every single page, as well as the blog — was designed to support the one idea or key theme we chose as the idea for our brand. We even changed the pricing model to reflect the brand that was built.

I couldn’t have been more pleased with the result: The site looked sharp, attracted subscribers, and became a solid player in the industry with a healthy base of subscribers. I wrapped up my agreement with them when they were acquired by another company.

This project was the project that ultimately “sold” me on the value of the subscription payment model. I’d seen other companies do it, of course, but was never on the inside before, and this company put together an offer that worked really well.

And, this project was thrilling to participate in because it truly was a “from-the-ground-up” project in which I started with an entirely clean slate and could build it almost in any way that I thought best.

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