Redefined Breathe's positioning in the competitive HR tech space, improving differentiation and website conversions. Developed a clear messaging framework, refined the value proposition, and aligned teams, enabling Breathe to better connect with SMEs and drive growth.

Breathe has been a trusted player in HR tech since 2012, serving over 15,000 customers and building a strong reputation. However, despite a solid foundation, Breathe struggled with differentiation and attracting new customers in an increasingly crowded market. As the HR tech sector evolved, Breathe’s messaging started to sound like every other player, with similar claims that blurred its unique value.

Challenges

Breathe identified several key challenges that needed addressing to regain a competitive edge and clarify their position:

• Low website conversion: Many website visitors didn’t understand Breathe’s unique value, which affected conversions, especially from trial users to active customers.
• Weak brand presence: The brand lacked a cohesive, standout presence in the market, and its messaging lacked consistency across marketing channels, social media content, and sales materials.
• Internal alignment on differentiation: Teams across the company weren’t fully aligned on what made Breathe’s product valuable, leading to a lack of clarity in how the product’s value was communicated to potential customers.

Strategic Objectives

To address these issues, we outlined a set of focused objectives:

1. Improve website conversions, particularly trial-to-activation: By enhancing the website journey and sharpening messaging, we aimed to eliminate any roadblocks that hindered visitors from quickly grasping Breathe’s value.
2. Strengthen brand presence and clarity: This meant establishing a unified messaging approach across all platforms—from website and case studies to campaigns—ensuring that Breathe’s product benefits were clearly communicated, building trust and brand recognition.
3. Align teams around a consistent messaging strategy: To create a unified voice, we aimed to bring all teams in sync with Breathe’s core differentiators and the unique value it brings to its target audience, ultimately supporting broader growth objectives.

Solution

We implemented our story-led positioning framework to develop a clear and compelling narrative for Breathe. Our approach included:

• Understanding the Audience: We delved deep into the insights of Breathe’s audience, learning what truly resonated with their SME customers. Interviews with Breathe’s current clients helped us pinpoint the aspects of the software they found most valuable, ensuring our messaging would be on-target.
• Crafting a Strategic Narrative: Through workshops, we built an overarching narrative that highlighted the unique urgency and relevance of Breathe’s solution for SMEs, positioning the software as essential for businesses purchasing HR technology for the first time.
• Defining Product Positioning: We worked closely with Breathe’s team to articulate the core value of Breathe’s software, including specific differentiators that set it apart from competitors and alternative solutions in the market.
• Creating a Messaging Framework: We consolidated all insights into a structured messaging framework. This document became the foundation for consistent, clear messaging across marketing channels, sales materials, and internal communications.
  

Results

Breathe’s collaboration with our team led to outcomes that strengthened its position in the HR tech space:

• Clear differentiation for SME customers: Breathe sharpened its focus on SMEs purchasing HR software for the first time, setting itself apart from larger, more complex offerings in the market.
• Refined value proposition: Breathe now clearly articulates why it’s the best choice for its target segment, enabling potential customers to immediately understand the product’s benefits.
• Website update with high-conversion copy: With refreshed website design and copy, Breathe now offers visitors a streamlined experience, clearly communicating who the product is for, its value, and how it differs from competitors.

With a defined narrative and aligned messaging strategy, Breathe is well-positioned to stand out in the competitive HR tech space, connecting effectively with its target audience and driving growth.

‍