Accounting Seed
Rebranding a Rapidly Growing Company
Client Overview
Accounting Seed is a accounting software firm headquartered in Columbia, MD. Led by industry experts and platformed on Salesforce, Accounting Seed provides a fully automated, 360-degree view of business performance that helps small and mid-sized companies streamline and grow.
Activities & Deliverables
Primary research with customers and partners
Market and competitor research
Brand positioning
Target audience matrix with personas
Logo design
Messaging
Website design and development
What We Did
Accounting Seed was poised for growth. A new licensing arrangement allowed them to target businesses and non-profits that don’t use Salesforce, giving them a much bigger audience base. Accounting Seed needed a brand that supported their future goals for expansion and established an independent and powerful brand presence.
LMD began by defining Accounting Seed’s value, differentiator, and benefits within the strategic context of their business growth strategy. This involved interviewing Accounting Seed personnel, customers, and stakeholders. LMD also conducted market and competitor research to understand the needs and challenges of the audience and organization. Unique personas were developed for customers with and without the Salesforce platform. Once the brand, audience, and future strategy was fully understood and defined, the rebrand began.
LMD modernized the company’s brand with an identity that represented growth: the growth organizations would experience with the product and the growth Accounting Seed’s future holds. Compelling and targeted messages were written for each audience persona to tell the Accounting Seed story and communicate the product and company’s value. The result was attention-grabbing messaging and visuals that established Accounting Seed as an industry authority and a trusted partner. The new messaging and branding was implemented throughout materials and the website.