Amplifying Email Communication: Our Rebranding Journey

You know how it is when your brand starts to feel too formal, and you sense it's limiting your growth potential? Well, that's exactly where Exclaimer found itself not too long ago. I want to take you through our incredible rebranding journey and how it’s transformed us into a trailblazing force in modern relationship marketing technology.?

Our mission at Exclaimer has always been clear – we help our customers centrally manage their email signatures, showcasing their brand consistently, and making the most of signatures as an engagement platform. But we realized there's a whole world beyond IT and that the industry had changed. Marketing, customer success, and sales teams value and see the potential in managed email signatures. We knew we had to?focus on communicating with these audiences, clarify our brand value and articulate our category clearly.?

We partnered with the folks at Koto Studio, a creative agency that helped us breathe new life into our brand. We kicked things off with an immersion phase, getting all our key stakeholders together to dive deep into what we wanted to achieve. This was to create a brand that was truly representative of the whole company, our customers and partners.?

Two main audiences – IT professionals and marketers – were at the heart of our rebrand. We process emails for over 60,000 organizations every day, so trust and reliability are paramount to our IT audience. But we also wanted to show marketing folks how powerful email signatures can be for their brand and campaign efforts. The challenge was to strike the perfect balance.?

Koto Studio nailed it by coming up with the idea of "amplifying your email." It was a lightbulb moment for us. Email signatures are such a potent tool for one-to-one business communication, and that's precisely what we wanted to convey. We needed to be clear, easy to understand, and consistent across all touchpoints. That's exactly what the rebrand delivered.?

We also learned a lot along the way. Choosing the right agency in Koto Studio was crucial. Collaboration from everyone involved was essential. We wanted our brand to appeal to all, whether they were visually inclined or more focused on the written word. It was a journey that we navigated together, and it made us stronger as a team.?

The SaaS space is crowded, so we needed to stand out. With our fresh, contemporary design, we’ve created something that captivates the marketing audience, people who understand the significance of branding. The tools and software Koto Studio used to create our brand, from Figma, Adobe Illustrator, to Cinema 4D and After Effects, were nothing short of magic.? Their creative geniuses even used an iPad software, Procreate, for the stunning illustrations. And thanks to Slack, communication and collaboration were seamless throughout.?

I feel such a sense of pride when I look at what we’ve achieved. Our brand now reflects our strategy and values – it's beautiful, scalable, and most importantly, it conveys the trust and reliability we stand for. But the journey wasn't just about the brand; it was about the incredible teamwork between Exclaimer and Koto Studio that made this transformation possible.?

Now, we're excited to see how our rebranding will boost awareness among our customers, prospects, and partners. We want them to feel the same excitement and pride we do about our new look and the direction we're heading. We're not just a faceless software company; we're a company that cares about building relationships and empowering?customers to grow.?

Looking back, we've learned so much that will help us tackle future projects with even more confidence. Engaging everyone across the company from the get-go, rolling out changes early in our financial year, and appointing sponsors and project managers are just some of the valuable lessons we'll carry with us. Our next challenge is to drive this design into our product and future strategy in the coming year.?

I want to give a special shoutout to the incredible team at Koto Studio for their vision and dedication and to the marketing and wider teams at Exclaimer for the hard work and support in delivering the brand. A rebrand certainly is not for the faint hearted and while I'm unashamedly a brand advocate you have to ensure it drives growth and engages your audiences effectively. We couldn't be happier with the outcome.?

So, here's to our trailblazing rebranding journey: a journey that reflects who we are, what we stand for, and where we're heading.??

We're amplifying email communication, one signature at a time.?