See how a rebrand generated significantly more leads for a software company°
Chemstations is a leading global supplier of chemical process simulation software. But its brand image wasn’t accurately conveying its market position or effectively capturing share of mind. The company worried that low brand visibility compared to a larger competitor was impacting its ability to attract new leads and increase market share.
BrandExtract confirmed the need for a new, approachable brand image through research. We developed relatable messaging and enhanced communication strategies to facilitate meaningful customer engagement and help the company stand out in a saturated market. As a result, Chemstations experienced a significant increase in visibility and sales.
What We Did
- Strategically repositioned the brand
- Increased new sales leads
- Customized and differentiated services
- Aligned product with brand recognition
How We Did It
- Conducted in-depth market research
- Established relevant brand voice
- Developed a strategic digital presence
- Modernized culture and brand
Although its product, CHEMCAD, is well known within the chemical industry, chemical engineers weren’t always making the connection to Chemstations. To capitalize on the success of their software, we needed to sync the product and brand reputations.
The company needed to clearly differentiate itself from the competition, strategically communicate its message to the target audience both regionally and internationally, and convey the true value of the company and its product.
To make Chemstations more visible as a leader in the marketplace, BrandExtract created a new identity and messaging that clearly communicates the company’s unique character, advanced technology, and global presence. BrandExtract developed a new brand position for Chemstations, “Engineering Advanced,” which promises to deliver faster, better-integrated tools that complement industry intelligence, allowing engineers to do brilliant work and advance the profession.
Emphasize unique value
While the rest of the marketplace pushed out messages about product leadership, our assessment uncovered that customers cared very little about this factor when making a purchasing decision. Instead, customers wanted ongoing support for the product and help solving their complex problems.
We helped shift the company mindset to focus on the total brand experience and customer support, not just on software or process simulation, and built the new brand around the company’s ability to solve problems.
As a result of the rebrand process, Chemstations experienced a surge in interest and activity on the company website. In just four months following the launch, the number of qualified, interested users increased by 60% and Chemstations saw a 22% increase in leads for their free trial offer.
Generated high quality leads
BrandExtract also helped Chemstations further their new brand and reach more industry professionals through wildly successful digital marketing campaigns.
As the first chemical process simulation software company to effectively use LinkedIn advertising, Chemstations earned huge name recognition amongst their potential clients. To date, the LinkedIn campaign delivered new leads at a 2,172% conversion rate.
We also doubled the number of qualified leads for their free trial offer campaign after a two-month testing project.
Our relationship with Chemstation remains as strong as it did over 7 years ago when we rebranded them. We continue to drive sales and manage their brand today.
“With BrandExtract, we’ve crafted a brand that differentiates us, cuts through the ‘noise,’ but doesn’t make our customers uncomfortable. In many ways, the brand ‘just feels right’ to our customers because it reinforces all the reasons they buy from us.”
— Steve Brown