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Brand Strategy

Build a Brand People Love

Bridging the gap between people and brands through authentic storytelling, engaging experiences, and consistent brand building is a passion of mine.

Brand Strategy banner
Make Every Employee a Success Story
SuccessFactors colors
SAP anvils

Case Study

SAP SuccessFactors
Brand Overhaul

Performance management software company SuccessFactors was acquired by SAP in 2012. Upon acquisition, a merged branding approach took shape, integrating standard SAP branding elements while retaining the beloved, signature SuccessFactors heart – a well-known symbol for legacy customers that remained a key element of the brand for ten years.

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In 2023, we initiated a collaborative effort to refine, refresh, and align the SAP brand across all touchpoints, teams, and sub-brands. As with any large-scale brand overhaul, we encountered occasional pushback but through transparency, intentionality, and understanding, we successfully completed the migration within a year.

Strategic Thinking

Executive Presence

Project Management

Stakeholder Management

SuccessFactors logo
SAP SuccessFactors logo
SAP SuccessFactors logo
This brand anthem video really brings forward the company brand narrative and creative expression – while making a clearly distinct story for your specific business and audiences. A round of applause from my side.”

Tim Hoppin, Chief Brand & Creative Officer, SAP

Brand Strategy planning slides

Planning and Pitching

Visual Strategy | Campaign Development | Executive Briefs & Pitches

Working directly with C-suite executives and the company’s top creatives, I led the implementation strategy and pitched a plan to ensure a seamless transition both internally and externally.

Brand Personality & Identity

Logos | Taglines | Imagery | Messaging | Video Campaigns & Assets

My goal was to create a visual brand identity that was authentic, colorful, confident, curious, and diverse – an identity that was undeniably SAP SuccessFactors at a glance. Think about when you meet someone. Their personality is one of the first things you notice and last thing you remember. A brand is no different. That’s why it’s so important to laser in on how a brand looks, talks, and behaves – then make that consistent at every touch point.

Brand Enablement

Style Guides | Internal Coaching & Enablement

No matter how incredible the branding is, the plan falls to shambles if it’s not understood and applied properly internally. With my sales enablement background, I led strategy, coordination, and asset development to ensure teams globally and across the business were adequately trained and set-up for success. The enablement plan included various tactics such as:
 

  • Brand guide with templates + ready-to-use copy

  • Enablement workshops

  • Brand tip videos 

  • Brand consultations

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