Twitter Rebrand: Real, Straightforward, Unfiltered
Problem / Opportunity
Despite strong product-led growth, Twitter’s brand was not commanding the space it occupied. Outside the app experience, Twitter’s visual identity and tone of voice lacked consistency and distinctiveness when compared to other technology brands.
Strategy
Twitter’s brand strategy team embarked on a year-long rebranding effort to evolve Twitter’s visual identity and brand personality to better reflect the behaviors of its audience: real, straightforward and unfiltered. As the brand lead for Twitter’s B2B customer base - 90% of company revenue - I was responsible for rolling out the brand to Twitter’s 1,000-plus global sales and marketing organization, partners and customers.
Every year our marketing team takes a step back from our brand, creative work, public expression and activations. We look in the mirror and ask ourselves if what we see creatively, reflects what Twitter is.
— Leslie Berland (@leslieberland) January 27, 2021
Tactics
- Created Twitter’s B2B brand toolkit to equip designers, creatives, marketers, and sales people to apply the brand in visuals, voice and tone.
- Company-wide training sessions split into design, voice and values.
- Sourced creative production agency to facilitate a global asset rollover plan in 13 key markets, using brand ambassadors to drive local adoption.
- Led global brand activation strategy for Twitter’s regional marketing teams to bring the rebrand to life across paid, owned and earned channels.
Results
1) Consistent quarterly improvements in unaided brand awareness by B2B audiences measured across core assets.
2) Tangible and sustained improvements in Twitter’s creative and media performance.
3) B2B asset rollover plan completed one month ahead of schedule (just four months post launch).