Alasco: Brand Strategy, Rebranding
Building digital impact.
The Challenge
Alasco is a PropTech startup developing cloudbased software solutions for ESG management and financial controlling in the real estate sector. At the start of the rebranding project, it has been operating for three years. Looking to broaden its horizons, the company is launching a second product to tap into a new target demographic. The company faces branding challenges, not least because of its exploratory approach to product development and international expansion. Its touchpoints exhibit inconsistency, particularly with an unclear employer brand and internal corporate identity. This has led to a diluted brand perception.
The Solution
As the company stands on the cusp of a growth phase amidst changing market dynamics and external influences, the timing is perfect to cultivate a resilient brand. The rebranding aims to define a brand that withstands rapid growth and adapts effectively to a dynamic market environment while maintaining a strong, cohesive core identity.
Full rebranding in 3 months
PHASE I
Brand Status Analysis & Strategy Development
PHASE II
Brand Strategy Implementation
PHASE III
Control & Adapt
2 months
1 month
from launch to present
BRAND STATUS ANALYSIS
internal & external brand perception
brand touchpoint analysis
identify key pain points in the organisation
market analysis
BRAND DESIGN
adaption of brand design and visual world to the new brand core
OPEN EARS & EYES
KPI controlling
touchpoint improvements
further team enablement & workshops
embedding brand knowledge in onboarding & learning processes
BRAND STRATEGY DEVELEOPMENT
INTERNAL COMMUNICATIONS
BRAND MARKETING
design brand framework
define goal brand identity
set brand initiatives & implementation roadmap
internal rollout
information
brand deep dives
team enablement sessions
brand awareness campaigns as crucial part of the overall go-to-market and marketing initiatives
employer branding campaigns to support recruiting goals
RESULT PHASE I
Organization-wide unified understanding of the current situation. Unified understanding of the aspired positioning and the brand strategy goals by all relevant stakeholders at management level.
Defined brand core and brand architecture.
RESULT PHASE II
Internally and externally launched brand introduced at the most important industry event of the year.
Organization-wide unified understanding of the Alasco brand.
Brand hub as a single source of truth for every thing brand related. Brand Assets and strategic brand elements (e.g. messaging), Design principles.
RESULT PHASE III
One face and voice to all target groups. Every Alascian lives and acts by the Alasco brand.
Future fit agile brand, that keeps adapting to outer changes but stays true to itself in its core.
Building digital impact.
Our attitude:
optimistically bold.
Our approach:
appreciatively challenging.
Our performance:
great by simplicity.
Beliefs
Brand Promise
Our Promise
The core unifying element of our brand identity. It describes a commitment we keep in every context: to our customers, the public, new applicants and ourselves at all times.
Our Beliefs
Our beliefs describe our attitude to life, our approach to challenges and our performance in how we deliver results.
Our promise:
building digital impact.
The construction and real estate industry is one of the largest industries, that at the same time still shows a high digitalization potential. We promise to have a positive impact on this sector, and therefore on society as a whole.
We see ‘building’ as a forward-moving, constructive motion that is never-ending and involves constant change. It is a process that can only be successful collaboratively and at eye level. So, for us, ‘building’ reflects not only our own ambition to build and grow a successful company with intuitive software solutions for customers and individual career paths for employees, but also to build meaningful relationships with customers, the industry and each other, so we can make a significant impact together.
By developing and using smart software, we take collaboration, people, processes and results to the next level. We motivate and enable our customers to act in an ESG-compliant way by making impact visible in metrics. We bring our digital DNA to the real estate industry to inspire and empower new ways of working, encourage agile thinking and facilitate collaboration. This is how we are driving digitisation and progressing our mission to bring the real estate and construction industry up to par with leading digital industries.
As we do this, we embrace change and create a fast-paced environment in which we constantly grow and excel as a company and as individuals. We are constantly learning from each other within our ambitious and dedicated team. This is how we build the experience, knowledge and expertise that we need to have an impact at Alasco, in the real estate industry and beyond.
Our attitude:
optimistically bold.
Past wins and experiences encourage us to keep doing what we do. With a positive mindset, we are brave enough to take risks to achieve our goals. We see opportunities as a greater driver than fear.
Our approach:
appreciatively challenging.
We are experts in what we do. We are honest and challenge ourselves, others and the status quo. In doing so, we listen and discuss at eye level to find and deliver advanced, impactful solutions together. This is the basis of respectful and cooperative teamwork across all areas of our company.
Our performance:
great by simplicity.
Focused, straightforward and lean – that’s how we get the job done. How we act and react quickly to the market and improve continuously. And how we deliver a positive impact at all times. Through our user-centric mindset, we empower others to excel.
Brand Awareness Campaign
Campaign Goals
Introducing the new brand, especially the new look and feel to our target groups and building general brand awareness, image, recognition and recall for Alasco in the relevant sectors.
OKR relevant Campaign KPIs: Impressions
The Concept
The brand awareness campaign is an underlying measure for an interconnected system of demand generation campaigns (social ads, solution awareness campaigns, mailing campaigns, lead gen forms) and should be deliberately perceived repeatedly and support in every stage of the customer journey.
We created a key visual that clearly conveys our central brand promise "building digital impact" and showcases a real customers project. In addition, our logo, our brand design and our positioning are reflected. The campaign consists of:
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Social ads
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Organic posts
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Smaller touchpoints: mail signatures, newsletter headers, personal linkedin profiles
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Bigger touchpoints: event booth
600k impressions per quarter generated on the campaign through social ads.
Results & Impact
In one quarter, we generated 600k impressions on the social ad campaign.
More importantly though, with this campaign, we generate relevant brand touchpoints and build brand awareness, trust and image among potential buyers and with that support our go-to-market motions.
We validate our existing customers' buying decisions, generate badge value and establish loyalty towards Alasco. In this way we support customer retention as well as our upselling strategy.