Previously in this series, Kevin Colligan, program manager for Acquia Professional Services, explained why everyone has a plan until they get punched in the mouth. Catch up and read Kevin's blog, here.
For the past four months, Acquia’s marketing team has been leading the redesign of Acquia.com. We’ve been sharing what we’ve learned along the way, from how to approach a content audit for a 6-year-old site to why teams should rely on process when plans go off the rails. No matter the obstacle, one thing is clear: A project of this scale exposes challenges that you could previously afford to ignore.
One hurdle that we have uncovered through the redesign process is that Acquia wrestles to communicate a strong brand statement. Simply put, we struggle to talk about who we are and what that means to our customers.
Establishing a brand message that sticks has been a challenge because Acquia has changed and grown so much over the course of its first decade. What began as a startup that offered commercial support for Drupal has grown into a company that is writing the book on data-driven customer journeys. In the past month alone, we have launched Node.js on Acquia Cloud, Acquia Journey, and Acquia DAM; three products that build on our foundation of open source and cloud. As our product strategy has evolved, the kind of customers we work with has also changed. Today, Acquia is helping iconic brands tackle their most ambitious projects. However, as Acquia has matured, we’ve struggled to communicate our worth to the outside world.
Forced to Deal
Acquia’s marketing team ran into a challenge that companies across every industry face: It is difficult to evolve brand identity at the same rate as product strategy.
An outdated brand identity has been looming in the background for sometime. However, it became a hinderance as we entered the design stage for the new Acquia.com.
Huge has done incredible work to help Acquia’s marketing team reimagine what Acquia.com will look like and how users will interact with it. Although the marketing team was excited about launching a new design and interface, we couldn’t escape a dated brand identity. Attempting to develop brand lines and key messaging without an established brand identity was like playing a buzzword-filled game of mad libs.
For the new site design to be successful, there had to be a strong message behind it. Purpose, personality and a strong brand identity would have to inform every homepage banner, product skew and case study blurb.
The redesign of Acquia.com served as the catalyst for an overhaul of Acquia’s branding and key messaging. It serendipitously shined a light on our brand challenge and forced us to deal with it.