Technology company (HR & Payroll solutions)
From Legacy Strength to Future-Fit Growth
The business faced the challenge of combining the credibility of an established market leader with the energy of a modern disruptor. To achieve this, Magnus conducted in-depth brand research, competitor analysis, and market positioning work to define a compelling narrative. This process gave the company clarity on how to unite its legacy strengths with future ambition, resonate with diverse audiences, and differentiate with confidence.
Our Role
We began with rigorous research, combining a first wave of brand tracking with in-depth customer and competitor analysis. This created a benchmark of where the company stood in the market—highlighting the brand’s reputation for reliability and service excellence, while also surfacing opportunities to sharpen its distinctiveness against peers.
Armed with this insight, we brought together senior leaders and cross-functional teams to define the value created by the new combined business. This collaborative approach ensured the emerging brand was not only strategically sound but also anchored in real strengths recognised by customers and employees alike.
From here, we explored brand territories that could credibly position the company for the future. Through iteration and testing, we distilled these into a final brand positioning strategy that balanced ambition with authenticity: a clear, differentiated story that reflected the company’s ability to deliver complex payroll at scale while powering exceptional employee experiences through innovation.
With this strategy in place, we built the go-to-market framework to align product, sales and marketing around shared priorities. Messaging frameworks, growth accelerators (targeted sprints), and account development tools were created to embed consistency across functions. In doing so, we ensured that the new positioning was not simply a brand exercise, but a practical enabler of commercial outcomes, equipping the client to target more effectively, win with greater confidence, and execute at scale.
The Impact
The result was a future-fit brand and go-to-market strategy that brought clarity to a complex landscape.
The company now has a sharper articulation of its strengths, a differentiated position in the market, and a united internal teams aligned behind a confident story. This has enabled clearer targeting and messaging, improved cross-functional alignment, stronger value articulation, and accelerated opportunity capture.
The business now moves forward with a brand and strategy built for resilience, momentum, and growth.
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