The Challenge
Attendance on Demand, a long-standing player in workforce management technology, faced a critical need to modernize its brand to reflect its forward-thinking approach and deep industry expertise. While the company offered powerful solutions and had strong customer relationships, its brand presence no longer matched the innovation or clarity required to compete in a crowded and evolving HR tech market.
Leadership recognized that outdated messaging, inconsistent visuals, and unclear differentiation were limiting the company’s ability to attract new buyers—especially as competitors focused on sleek, story-driven branding. The challenge was to realign Attendance on Demand’s brand identity with its strategic vision while preserving the trust it had built over decades.
The Execution
A cross-functional team kicked off a full brand strategy initiative grounded in deep discovery and internal alignment. The process included:
Stakeholder interviews and competitive analysis to surface key insights on market perception, buyer needs, and internal aspirations.
Development of a new brand platform centered around the idea of “Workforce Freedom” — positioning the product not just as a compliance tool, but as a business enabler that gives HR and operations leaders the confidence to act.
Creation of a clear, resonant messaging hierarchy including a new brand promise, value pillars, and voice guidelines that reflected the company’s unique mix of reliability, expertise, and innovation.
Collaboration with design and product teams to develop an updated visual identity and brand playbook, ensuring a unified look and feel across web, sales collateral, campaigns, and customer touchpoints.
Launch of an internal brand training and rollout strategy, equipping teams with the language and tools to represent the brand consistently and confidently.
The Results
A bold new brand narrative that differentiates Attendance on Demand in the HR tech market, centered on enabling action and elevating human potential.
Stronger alignment between marketing, sales, product, and leadership teams, resulting in more cohesive go-to-market execution.
Enhanced customer confidence and clarity, with sales teams reporting greater traction in initial conversations and a sharper articulation of value.
A scalable brand platform that laid the foundation for future growth—supporting new messaging for partner channels, product launches, and a modernized digital presence.
The Takeaway
Rebranding isn’t just about a new look—it’s about telling the right story to the right people. By aligning messaging, visual identity, and internal understanding, Attendance on Demand was able to elevate its market position and speak more directly to the needs of today’s HR and operations leaders. This project proves the power of a thoughtful, research-driven brand transformation in driving real business impact.
My organization sought to expand into a new market while preserving the value of its established brand equity. In selecting healthcare as the niche market, we aimed to carve out a distinct identity and cultivate a loyal audience amidst a competitive landscape.
Recognizing the potential synergies between its legacy brand and the healthcare sector, I developed a strategic plan to create a new brand tailored to the unique needs of healthcare professionals and institutions. I needed to create a new Go-To-Market Strategy that identified opportunities within the healthcare market and aligned them with the organization's strengths and capabilities. I also wanted to use inbound content marketing to attract our audience, rather than rely on traditional advertising.
The process unfolded through the following steps:
Market Analysis: Conducted comprehensive research to identify key pain points and opportunities within the long-term healthcare sector.
Branding and Positioning: Crafted a distinct brand identity that resonated with the values and aspirations of the healthcare audience, while leveraging the organization's established brand equity to build credibility and trust.
Audience Engagement: Implemented targeted marketing and outreach initiatives to cultivate an owned audience within the healthcare niche, including thought leadership content, educational resources, and community-building efforts.
Tactical Execution: Create a series of high-value content campaigns that engage prospects at all points in their buying cycle. This included top-of-funnel resources and bottom-of-funnel proof points.
Our foray into the healthcare niche yielded promising outcomes:
Establishment of Brand Presence: Successfully positioned the organization as a trusted partner within the healthcare sector, leveraging its legacy brand equity to gain traction and credibility.
Growth of Owned Audience: Cultivated a dedicated following of healthcare professionals and institutions through targeted engagement initiatives.
Revenue Generation: The offering generated new revenue streams for the organization, diversifying its portfolio and driving sustained growth.
Expansion Opportunities: We identified opportunities for further expansion and innovation within the healthcare market, laying the foundation for future success and market leadership.
By capitalizing on its established brand equity and venturing into the healthcare niche, the organization successfully navigated the balance between tradition and innovation. Through strategic positioning, product development, and audience engagement, We forged a new path in healthcare, driving growth and creating value for both stakeholders and customers alike.