Positioning and Brand Identity

1.1

Research

The first phase is research. To develop a strategy that holds up, we need to gather insight from the people who know Workpay best: your team, your customers, and the wider market.

1.2

Workshop

Before we move into writing the strategy, we need to align with your leadership team on what we've found. The workshop is approximately 2 hours and brings together the senior decision-makers in the business. In your case, we imagine that's Paul, Jackson and Ernestine (any other senior members of your team are encouraged to join).

The research phase feeds directly into the workshop. We'll walk you through the themes that came up, test them with you, and align on the following:

Competitive Alternatives

If Workpay didn't exist, where would your target customers turn? This covers direct competitors like Remote, and indirect alternatives like in-country accountants, manual processes, or building in-house.

Unique Attributes and Value

What does Workpay do that those alternatives don't, and what does that mean for your customers?

Customers

Which customer segments care most about what Workpay does well?

Market

What category should Workpay be known in, and how do we frame that category so the value is obvious to the customer?

Product Architecture

How do your products relate to each other under one clear story, so customers see one Workpay rather than several disconnected offerings?

Brand Identity

A first conversation about whether the current brand identity supports the new positioning, or whether it needs to evolve.

1.3

Positioning & Communications

After the workshop, we'll write the strategy document. This is the reference point for everyone in your business and any external partners. It should be simple enough that your team, your marketing agency, and your product team can all work from the same page.

The strategy document will cover:

Competitive Alternatives

The direct and indirect alternatives Workpay is up against, and the competitor set that matters

Unique Selling Points

The features that set Workpay apart and the value they create for customers

Customers

Customer segments defined by both demographics and behaviour, prioritised by fit

Market

The category Workpay should compete in and how that category supports your value

Product Architecture

How Workpay's products fit together under one positioning, so the offering reads as flavours of the same thing rather than separate products

We'll then build a communication plan that translates the strategy into messages your team can use day-to-day:

Messaging Objectives

What we want our communications to achieve

Messaging Pillars

The key themes we communicate about

Messaging Framework

The specific points that bring each pillar to life

1.4

Brand Refresh (Optional)

Once the strategy is in place, we'll be in a position to decide whether the brand identity needs to evolve. Our view is that you should make that call after the positioning work. Sometimes the existing brand carries the new story well enough. Sometimes it doesn't, and a refresh is needed.

If we do go ahead, the focus would be evolution rather than reinvention. The work would include:

Logo Update

Refining or rebuilding the Workpay logo

Typographic System

Selecting new fonts

Colour System

Selecting a new colour palette

Brand Guidelines

A clear set of guidelines so your team and any partners can apply the brand consistently

Key Templates or Claude Design Setup

Design templates for key collateral, or set up a brand system in Claude Design