Problem

Initial internal communication and audit

I organised a call with the key stakeholders to understand what is behind the rebranding and their aspirations. I also identified the challenges to solve on our way to rebranding: 

• Moneff was shifting from large enterprises to SMEs, which required a different approach in terms of branding, positioning & messaging and marketing perspective 
• Proposition and USPs would make our offerings to SMEs lucrative in a competitive market 
• Establish effective communication with the existing clients about rebranding and moving them to the associated new platform.  
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Pre - launch ‍

GTM strategy and stakeholders list

Developed high-level GTM checklist, strategy and estimated deadlines for certain milestones in the product marketing pipeline. The rebranding was a complex project that required a group of professionals for each aspect. I prepared a RACI matrix to define roles and responsibilities, as well as understand areas where we should outsource experts.

Metrics to measure (OKRs) 

• Publicly announce Safenetpay rebranding to Moneff by the end of October 2022 
• Migrate at least 50% of existing customers to the new platform within 2 weeks of public announcement 
• Full migrate all customers to the new platform and get at least 80% “Very Satisfied” result 

Preparing for launch

Research

Through internal, desk and competitor research, We developed a deep understanding of SMEs, alongside their priorities, needs, and challenges. Based on our research, SMEs wanted 3 main things from their bank and payment service provider: 

• Excellent customer service
• All-in-one-place digital solutions
• Lower International transfers fee
  
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Brand Identity

When “Safenetpay” was founded, the company lacked a culture and story to build the brand. The founders had an idea of building a payment platform to ease SME’s lives, launching it and gradually focusing on branding. “Safenetpay” evolved over the years, and it was for change. I organised brainstorming sessions to develop branding concepts that resonate with customers’ needs and represent the company’s values.

After the sessions, it was time to think about our name, logo, and colour palettes that visually show the company’s personality. It was also important to involve our team in the rebranding process. So, we organised a “name suggestion” competition among the team, you can watch the story behind the rebranding and name choosing competition here.

Once the “Moneff” name was chosen, we teamed with The 3rd Floor creative agency to create our logo, our design team created the new refreshed colour palette.

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Positioning & Messaging

After gathering all data and talking to the executives about the main purpose of rebranding and the company’s long-term goals, we had the positioning statement below:

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Moneff is the one-stop hub for small business owners. We enable SMEs and sole traders to move their money efficiently by offering free multi-currency business accounts (subject to eligibility), transfers with competitive FX rates, card issuing and online payment processing services.

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Communication with our clients

One of the integral parts of the GTM strategy was effectively communicating with our existing clients about our rebranding before the public launch and migrating them to the new platform. I created a communication framework to address each stage of our customers’ journey.

I collaborated with the engineer team to understand the technical migration steps and translated the complex technical process into simple content that users could digest. I also prepared a “FAQ”s list regarding rebranding and the new platform for the customer support team to avoid confusion and misaligned messaging.

Effective Email strategy:

• Developing step-by-step communication 
• Audience Segmentation by the level of migration
• A/B testing with Subject Line and CTAs
• Consistent tone and messaging
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‍Launch‍

‍Public launch

I teamed with an outsource communication consultant to create a press release about Safenetpay rebranding to Moneff. Having won the work, we collaborated on the strategy and execution, including what we wanted to achieve and how to get it done. We launched the product and achieved some good coverage as a result.
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