SAP, the German multinational technology business, is embarking on a new chapter in its brand strategy. The company aims to humanize its image in the tech industry and differentiate itself from its competitors. Julia White, SAP’s chief marketing and solutions officer, explained that in the world of business-to-business (B2B) marketing and B2B tech, everything can feel the same, so it was important for SAP to secure a distinct emotional territory.
Under the leadership of CEO Christian Klein, SAP has been on a journey of self-discovery, reevaluating its role in modern businesses and adapting to the adoption of generative artificial intelligence. Notably, SAP’s client base includes major multinationals and well-known brands such as Nestle, e.l.f. Beauty, Mercedes, the National Hockey League, and Puma.
Julia White, who joined SAP as chief marketing and solutions officer in 2021, set out to review the company’s brand strategy for its software-as-a-service (SaaS) business. With a combined marketing department of approximately 4,000 people, White aimed to bring simplicity and cohesiveness to SAP’s messaging. This involved conducting an internal review process called Project Spark that focused on brand infrastructure, visual design, and messaging.
The goal was to create a unified and emotionally appealing brand by understanding SAP’s unique place in the world. The company spoke with almost 5,000 stakeholders in eight markets and six languages to gather insights for its new direction. The resulting brand positioning centers around the idea of bringing out the best in every business, with the new tagline Bring Out Your Best.
To ensure consistency, SAP has revamped its visual design system and adopted the new branding across all communication assets. The company discovered that some of its acquired businesses were still operating without SAP branding, even years after their integration. White emphasized the need to appeal to people, especially the new generation of B2B buyers who bring their millennial mindset and preferences into their business decisions.
In terms of advertising, SAP is shifting its focus from performance-based marketing to brand building. The company aims to promote its cloud-based technology and demonstrate its ambitions through its campaigns. One such campaign, Be Ready, used AI tools to create eye-catching content within 24 hours, showcasing SAP’s commitment to innovation.
By humanizing its brand and aligning its messaging with the evolving needs and preferences of B2B buyers, SAP aims to differentiate itself in the tech industry. The company’s cloud-first approach has already resulted in significant revenue growth, with further growth expected in the coming years. As SAP continues its journey of self-discovery, it strives to help the world run better by bringing out the best in every business.
