One Brand From Three: Post-Acquisition Brand Strategy and Content Infrastructure
- Branding
- Ecosystem Design
- Research
- Strategy
- Studio
Two Acquisitions. One Year. Millions of Jira Users Watching. · Brand Strategy During a Global Crisis · Agency of Record: Content, Branding, Social, and Brand Anthem · Three Entities. One Cohesive Brand.
The Situation
As a company, Tempo enjoyed a large installation footprint but not a large share of voice. Contributing to this was the fact that their time-tracking and resource management products felt like they were aimed at a niche segment — despite that countless companies and projects of all stripes depending upon them to get their paperwork in order.
The need to redefine and realign the brand to focus more on its products’ long-term transformative effects grew exponentially in 2022, when the company acquired two other major players in the Jira add-on tool ecosystem. Tempo faced a rare opportunity to expand what their brand meant to audiences and the software development world at large.
The Outcome
Tempo engaged Consciously as their new agency of record, bringing our expertise to fulfill their needs for branding, content, social media, and more. As a first priority, Consciously implemented our proven content production system, rapidly developing a repeatable pipeline for high-quality content. Our leadership also began a series of engagement meetings with several legacy Tempo C-suite members as well as newly onboarded leadership from ALM Works and Roadmunk, all with the intent of reforging their branding into a single cohesive emotional unit.
The Impact
Content delivery began immediately, with the production of informative and audience-focused blogs capable of introducing new leads to the marketing funnel. Branding conversations facilitated the creation of what Consciously refers to as an “anthem” — an intensely honest and inward-facing look at the company, its values, and its goals. The finalized anthem will provide an electrifying foundation for building public-facing mission, vision, and value statements, while subtly infusing itself within every communication.
The Story
From the very first day, 2022 was a huge year for Tempo. They had designs in the works to launch new features for their product suite that would transform it from a simple time-tracking and human talent resource management product to a more tightly integrated resource capacity management suite.
As if those plans weren’t ambitious enough, the company also made two major acquisitions: ALM Works and Roadmunk. Like Tempo, these companies’ products largely existed as an offshoot of the Jira ecosystem, giving them access to an install base of millions of companies, projects, and engineers. The challenge ahead involved kneading these three loose entities to uncover their core brand values and then braiding that knowledge into an elegant and cohesive branding campaign — all while keeping each arm of the company distinct.
A trust brand partner helping through crisis.
These plans all came during a critical transitional period for the company, one made all the more difficult with the sudden onset of global conflict. Many Tempo/ALM Works/Roadmunk employees were located in the Ukraine-Russia conflict zone, as well as their clientele, customers, and contractors. Tempo relied on Consciously not only to help them safely disembark from their existing product flotilla into a new unified flagship, we also helped them find sure footing during the transition during a period when the company emphatically needed reliability, accountability, and someone to help them steer their vessel into the most opportune waters.
Consciously hit the ground running, implementing our proven content production system with due speed. We wrote thoughtful content that tied into main sales funnel strategies and brand themes, and then raised the odds that content would fall into the right hands and resonate with the right audiences thanks to strategic promotion.
Synthesizing Three Brand Identities Into One
Brand work revealed enlightening revelations, with the primary goal of synthesizing the driving goals and values of the two newly acquired companies into the new mainline messaging. Early anthem drafts were created, and the conversation is ongoing as we seek to craft an impactful document that will serve as a solid platform for other public-facing brand documentation.
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