For this month’s client spotlight, we caught up with Zyte’s Head of Marketing, Marie Moynihan to reflect on her experience of their recent rebrand from Scraping Hub, and what she enjoyed about the process.
What prompted your decision to rebrand?
We started to create our three-year strategic plan for the business and once that was complete, I started to ask whether the brand was strong enough to deliver on our vision. We went out to the market to find the right partner that could help us answer that question, rather than starting with “we want to rebrand”.
What drove the desire to change your name as well as your identity?
We were bringing a new product to market that would change how our customers would access data. The old name was very tied to the old solutions, so we wanted a new name that would support this new product and direction.
What was the most challenging aspect of managing a rebrand for you?
Probably bringing the whole organisation on the journey with us. It was clear to me why we needed to change the name but managing that change internally was challenging.
What did you find most enjoyable/surprising?
Once we had decided on the name, the most enjoyable part was seeing the brand come to life. The name is nothing without the brand. This was really fun as we got to build out the personality and look and feel of our new brand.
How did you communicate the changes to your employees and customers?
We did this with continuous updates along the journey. The rebrand had a regular slot in all of our town hall meetings, and we got Curious to hold a couple of sessions for staff, educating them on the process we were taking, findings etc. We also had a slack channel for any questions or comments anybody had.
How do you think your new brand has impacted your business?
It has really consolidated how we talk about ourself. One of our customers explaining extracting data from the web as ‘Zyting’ was really exciting for us. We also have solid brand guidelines that have helped give us one voice in the market. The rebrand was really well received internally as well which was super important for us.
Read the full case study here.