I'm the Strategy Director at the Creative Business Company. Subscribe for marketing guides, insights and deep dives.
How to sell something no-one understands
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Are you selling complicated or complex services to people who don’t fully understand the value of what they’re getting? It’s a common problem for a lot of software and technology companies, especially when the people who use their products (developers) aren’t the ones who actually buy them (business executives). This is a quick story of how we helped a highly technical organization clearly articulate their business value in a more simple and human way. Estimated read time: 2 minutes and 30 seconds ChallengeCallstack is a Polish software development agency with deep expertise in React Native - a programming language for creating mobile apps. Working directly with Meta (Facebook), they co-create free technologies that help millions of developers globally build better performing apps quicker and easier. While they had established awareness, authority and respect with software developers through their regular contributions to the Open Source community, getting less-technical stakeholders (who are usually key decision makers when hiring an agency) to understand and appreciate their advanced coding expertise was challenging. InsightInstead of trying to position the company around its complicated technical prowess, we realized there was an opportunity to own the category by developing a unique point of view. Extensive interviews with their lead developers uncovered an insight; Callstack’s technology and development approach not only created better apps - they break down the structural silos that plague technology departments and allow developers to work in smaller, more cohesive teams. That means the streamlined and efficient software that Callstack creates has the power to shape a more streamlined and efficient business, just by implementing their technology alone. StrategyWe decided to brand their unique approach as “Total Software Engineering”. At the core was the idea that thoughtful app design helps businesses break down silos, streamline teams, and simplify how they work. This not only differentiated Callstack from their competitors, but allowed them to shift their messaging from coding technicalities to business benefits that the senior non-technical stakeholders who bought their services really cared about. Visual identityUsing buildings and cities as a metaphor for businesses, we created a visual universe that brought our “Total Software Engineering” positioning to life. The protagonists of the universe are Callstack developers, who have the power to shape the landscape for the better. A bold new purple and white palette reframed Callstack as a fresh, modern business whose employees are skilled, client-facing representatives. ActivationThe new brand strategy led to a broader business transformation for Callstack. To complete the project, we also:
If you want to see more beautiful space-themed artwork, check out the full case study here!
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Ian Barnard
I'm the Strategy Director at the Creative Business Company. Subscribe for marketing guides, insights and deep dives.
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