Nonetheless we began seeing indicators—via suggestions from our prospects and gross sales—that this model might not have represented our firm’s future. As we continued to maneuver upmarket, we have been involved that the “cuteness” of our brand overshadowed the seriousness of our choices.
Briefly: Our model technique not matched our enterprise technique. We wanted to grasp what to vary to hold us into our subsequent chapter.
Digging deeper into our model story
The rebrand began as a discovery journey with no preconceived notions of which—if any—components of our model ought to change. Our intestine advised us that we would have liked to make a daring transfer and reply a tough query: Is SurveyMonkey the best title for our firm for the subsequent 20-plus years? We turned to analysis to shine a light-weight on the most effective path ahead.
The rebrand spanned 3 initiatives:
• Model positioning: We provide market analysis, buyer expertise and survey options along with manufacturers together with GetFeedback, Wufoo and TechValidate. What was the most effective model structure for our future?
• Model title: Was SurveyMonkey related to a extra consumer-focused enterprise and did that restrict the notion of our capabilities and breadth of choices?
• Model id: Was there a greater visible to speak the “why” behind our existence that might enable us to take care of our legacy whereas signaling our capacity to supply an enterprise resolution?
To reply these questions, we launched a multi-stream analysis undertaking that consisted of 10 research, capturing the voices of greater than 22,000 individuals in seven nations over the course of 14 months.
Laying the inspiration with qualitative analysis
We began by conducting one-on-one interviews with our management, then analyzed the monetary contributions of every SurveyMonkey product to grasp the place our branding efforts and funding must be centered.
Our design workforce performed a deep dive into main B2B manufacturers’ visible representations and model architectures to grasp the panorama, and the way we may create a visible id that might stand out.
We performed a research on SurveyMonkey and found that its recognition was robust. This bolstered our choice to maintain the SurveyMonkey model in our portfolio.
Leveraging our platform to faucet into market sentiment
It grew to become clear that our model technique didn’t match our enterprise technique, which was more and more centered on shifting upmarket. And so the seek for a brand new firm title started.
We began with virtually 1,000 names that obtained whittled all the way down to 50, which have been offered to management. After discussions, we narrowed the checklist to 10 and performed model title testing with the ultimate group. Utilizing a monadic methodology—which means that every particular person noticed one title choice—we requested 2,000 individuals to judge the ten names based mostly on attributes, pronounceability, associations and in the end fit-to-concept. That’s 200 responses per title.
We evaluated open-ended textual content responses as constructive, impartial or adverse to shortly assess the sentiments related to every title. Our sentiment evaluation resolution robotically created scorecards that highlighted the top-two field scores.
All the last 10 names examined properly—any of them may have been a winner. However a pacesetter began to emerge:
Momentive was ranked excessive by respondents, just about throughout each attribute.
Title attributes scorecard
(robotically generated by Momentive Title Testing resolution)