Building brand principles with Software Crafts
Working with Andrew Miller, Software Crafts, to understand his brand messaging and values to make his ongoing marketing and writing easier.
The Scenario
Andrew Miller founded Software Craft in 2019 - a Django consultancy that aims to build partnerships with its clients, and give back to the community.
He approached me to help him with defining his brand values and shaping out his brand messaging, as he knew he wanted to re-write his website and start marketing himself more, but wasn’t sure how to write about his business in an engaging way that truly communicated his vision and ways of working.
The Process
I started with the research - exploring his own business, his competitors and industry to understand how people usually communicate around software development - in particular solo agencies and consultancies. We also explored brands and businesses that Andrew looks up to and admires, taking lessons from how they communicate and the values that they had in common.
After the audit, we had a half day online workshop exploring:
His objectives and aspirations for his business - what success looks like for him in the short and long-term.
Who his ideal audience are, and what they are looking for in a long-term software development partner.
His product architecture, what services he wanted to offer and how to structure them in a way that makes sense to his audiences
His brand story - his reason for his business existing and his purpose for working with the services that he does, for the clients that he’s aiming for. We discussed his brand principles and the messaging framework to enable him to write his website copy and marketing content.
The Impact
Andrew has more confidence when it comes to writing about his business, and understanding how to structure his messaging to engage the audiences that he wants to work with. He also found the objectives and business strategy part of the workshop helpful for standing back and thinking about the big picture of his business and where he wants it to go in the next few years.
He found that getting his business values on paper was really helpful for him, but also as a bonus getting some characteristics of his ideal clients written down so he can keep referring back has been useful.
This project has formed the foundations for his marketing, giving him a reference & anchor to go back to in the months and years to come if or when he feels the business wandering
What he has to say about working with me
“Emily was fabulous!
“She put me at ease during the workshop and quickly turned around a strategy which is exactly what I needed to understand my brand and push it forward to the next level..”
Andrew Miller, Software Crafts
