Honing the Conservis Brand to Establish Market Prominence
The Client
Conservis offers an end-to-end SaaS farm management system (FMS) for corporate and large-family farms. With Conservis, farmers, financial advisors, and investors get accurate and timely visibility into farm management data to improve planning, streamline operations, and maximize profitability.
The Challenge
After being acquired by TELUS Agriculture and Rabobank, Conservis realized they had an opportunity to establish a position of stability and market prominence reflective of their proven product. They also had a chance to help define the still-emerging FMS category. To achieve this vision, though, they knew they needed an outside partner to reshape a brand that could connect with people in corporate and large-family farm environments. They turned to Olive & Company.
The Solution
Before hiring Olive, the Conservis team had already invested time in developing new sales messaging, so our work began by listening to their perspectives and understanding their vision. We then conducted extensive research by interviewing farmers representing a wide range of use cases and worldwide locations. To conclude our research phase, we dug into competitive FMS software platforms to understand the full spectrum of options and differences.
After discussing our findings with the Conservis team, we started crafting a new messaging platform to bring the brand into focus. In this platform, we identified the key benefits, personality, and tone of voice that resonated with farmers. We also integrated our competitive insights into a powerful, unique value proposition. Finally, after developing audience personas, we crafted key messages that connected with prospects through a value-based sales approach.
To align with this new strategy, we also needed to refine the Conservis visual identity. While we retained the established logo, we updated their color palette, iconography, and visual styles to elevate and expand their visual brand. We also created a comprehensive brand guide and trained the Conservis team to implement and manage their brand moving forward.
Equipped with their new brand foundation, the Conservis team was ready to claim their position as market leader.
Project Highlights
- Discussed the farming business on a granular level with farm owners, operators, and investors during extensive user interviews.
- Analyzed competitive software platforms to understand how they work, what data they collect, and how they integrate into farm equipment, accounting software, and other banking systems.
- Identified new customer needs and market entry points to broaden go-to-market strategies.
- Solidified core brand messages, benefits, and tone of voice to focus sales and marketing communications.
- Facilitated brand training to educate the Conservis team on proper brand implementation and utilization.
Services Provided
- Brand Research
- Competitive Research
- Stakeholder Interviews
- Brand Strategy
- Key Message Development
- Persona Development
- Visual Identity Design
- Brand Guide Development
- Brand Training