Hello. I am Eunjeong Ahn, in charge of content marketing at Elifunt (hereinafter Elifunt). Last March, Elifunt launched Amy's Recipe, a subscription-based content marketing service. Thanks to the tireless efforts of our CEO, Amy, we successfully attracted 10 B2B clients within just one month, and I joined as the first member to assist with their SEO marketing. Now, eight months later, Elifunt is growing into a content growth marketer group led by a team of five.
How does Elifunt meet with B2B clients?
For B2B service managers who are just beginning to search for information on marketing, I would like to share Elifunt’s marketing process step by step. Aren’t you curious about the marketing story of a service that helps clients with their marketing?
Today, as the first story, I will begin by sharing the three-month rebranding process aimed at enhancing and clarifying Elifunt service. 🙂
What is rebranding?
Rebranding is the process of redefining and improving the brand image of a company or product. It is a marketing strategy that modifies or changes the existing brand identity (BI) in a new direction to allow consumers to perceive it anew.
This kind of rebranding is not limited to large corporations.
Rebranding for a startup can be a process that helps build a brand system and improve the quality of internal operations. This is because a brand mission and vision that resonate with internal members can be a powerful tool for boosting performance, surpassing any other motivation.
The reason Elifunt rebranded
The service description Amy defined at the time of founding contains the following sentence:.
We will be your first marketer.
It was a service introduction targeting B2B SaaS that effectively explained the appeal of organic content and the necessity of a marketer. (It is still content that all team members love.) Amy's Recipe, which showcased the capabilities of Amy as a solo entrepreneur, began to garner attention as word spread among CEOs of very early-stage startups (those without marketers) that they could "subscribe to an experienced marketer with a deep perspective." Five months later...! With feedback from clients who experienced the service and the addition of new team members, questions that needed to be addressed gradually emerged.
- What is the mission of the first marketer hired at a startup?
- Is it possible to measure the performance of organic SEO marketing?
- … ..What about the team member who isn't Amy?
A service that adds a growth perspective to Google SEO marketing, which is still unfamiliar in Korea. When it comes to content marketing, we needed a service name idea that encompassed the strengths of our team members, who possess all-in-one capabilities from strategy to execution. Therefore, we redefined the brand definition step by step using language that everyone could relate to. We strived to deeply and richly capture the team members' perspectives, from the background of the service's creation to its tone and manner.
Currently, I have organized this into a table format and shared it on Notion, where everyone can view it, to serve as a standard for internal decision-making. I am sharing Elifunt brand definition template so that it can be a reference for teams planning new services and preparing branding. 🙂
Elifunt Brand Definition
| background | • The Era of Declining Targeting: A Need for New Sustainable Marketing |
|---|---|
| Our role | • We accompany you through the entire process of sustainable marketing, from inception to performance measurement. • We are an organic marketing guide tailored to the B2B audience journey. • We play a role in helping startups achieve a soft landing on the growth curve when meeting potential customers. |
| Value provided | • A trustworthy and reliable marketing partner. A colleague you can share your concerns with at any time. • Providing practical guidance for the establishment and execution of clients' marketing strategies through specialized SEO marketing expertise . • Visualizing and concretizing the brand journey to the customer. Producing actionable, practical content. |
| Customer Persona | • B2B SaaS Startup • CEO and marketing manager who agree on the necessity of inbound marketing and SEO marketing |
| Customer Relationship | • Colleague partners who grow together. • Reliable colleagues you want to contact anytime you are having a hard time. • Avoid competition, hierarchical, and one-sided communication. |
| Tone and manner | • Branding that possesses professionalism yet is dominated by friendly, warm, and empathetic sentiments. Flexible and harmonious. • Don't – Stiff, rigid corporate image, cold and detached, industry authority |
With marketing experience across various industries, the Elifunt team members desired content marketing with measurable results more than anyone else. They agreed that providing this value would be the core of Elifunt service, just as reflected in their role statement: "We work together through every step of sustainable marketing, from start to finish." However, they did not want the process to be too one-sided or boring. They wanted the journey of working clearly and efficiently while growing together to be enjoyable.
Elifunt? Elifunt!
So, instead of the existing service name Amy's Recipe, we 'Elifunt'as our service name. This name complements SEO marketing, which often evokes a cold, technical, and rigid image, by conveying a natural, reliable, and mysterious vibe. Furthermore, thanks to a brilliant idea from Jin, who joined as the Content Growth Lead, the word 'Elifunt'was born, signifying a journey shared smartly (Elite) and joyfully (Fun). 🙂
What is EliFunt?
content growth marketers sharing an Elite (smart) + Fun (enjoyable) marketing journey. A group of
Looking back on it now, the process involved discovering answers to six questions and a single keyword, and I realize this journey was far from short. Growing businesses are always overflowing with practical work and issues, so capturing the team members' thoughts in a unified word is no easy task. For Elifunt, a marketing service provider, we deliberated even more intensely because this project itself could serve as a portfolio. To ensure this process did not become a definition limited to words, we carried out the rebranding together based on the foundation of sharing 'honest' opinions with one another.
I believe that the process of trusting each other's capabilities and freely exchanging ideas became the most important factor in defining our mission and values. I would also like to share an article that shed light on a moment when everything seemed pitch black while we were simultaneously working on service planning and branding. I respect and support all the teams as they define new services and grow to solve problems!
- 7 Characteristics of the Best Team
- How can we foster a positive attitude among members?
- One day, the CEO said, "Let's try some branding, too."
- Why Startups Need Branding
Elifunt's branding story has just begun. The next step is visualizing the service's tone and manner. This is the highly anticipated creation of the BI! In the next post, I will share the making of the [Brand Design Guide_1.0], which was organized to convey a unified image from the website to the service brochure. 👏
