QuickBooks has long been a staple in North America as the premier accounting software for small businesses and self-employed individuals. 

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But, with time, simply selling software was not doing enough for the brand or its customers. Slowly but steadily, the company started providing new services that transformed it entirely.

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On this week’s episode of TOP CMO, Michelle Taite, former VicePresident of Quickbooks’ Global Marketing, broke down the transition.

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Their journey from a singular focus on accounting to becoming an all-encompassing suite of business tools is a prime example of successful brand repositioning and relaunching.

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So, let’s dissect it a bit, shall we?

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Easing into the transformation

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Initially, QuickBooks was known for its robust accounting abilities. 

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But it recognized the evolving needs of small businesses, its main set of clients. So, the company expanded its offerings. 

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QuickBooks began integrating tools such as banking services, employee benefits management, and bookkeeping services. It created a comprehensive platform that allowed businesses to manage all their operations in one place.

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This transition required a strategic shift in how QuickBooks presented itself to its users.

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This required a rebranding effort that communicated the new services while retaining the trust and familiarity long associated with its name.

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Reestablishing brand identity

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The first step in this rebranding was to clearly define QuickBooks' new identity and core values.

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Intuit, the parent company of QuickBooks, understood its deep connection with customers, so it emphasized its commitment to supporting small businesses through every stage of growth. The transformation made sense with its mission.

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This customer-centric approach was vital in maintaining the trust of existing users while attracting new ones.

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One of the significant challenges during this period was gaining the confidence of both internal stakeholders and customers. Intuit’s team had to prove that these changes were positive and aligned with the company’s long-term vision.

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The company started involving employees in the rebranding process and actively sought their input. This helped QuickBooks ensure a smooth transition and maintain internal support.

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So, how exactly did they succeed?

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Customer stories and market saturation

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In the first year of the relaunch, QuickBooks leveraged customer stories to illustrate the real-world impact of their expanded services. 

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These accounts were effective and emotionally resonant. They showcased how QuickBooks helped small businesses survive and optimize their resources. No one more trustworthy than a fellow customer. 

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But the market soon became saturated with similar campaigns from competitors like Facebook. Their impact was diluted.

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QuickBooks needed something to stand out. So, they pivoted to incorporate humor into their marketing efforts. 

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Enter Danny DeVito.

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His comedic nature helped infuse the brand with a sense of lightness and self-awareness. 

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This shift resonated with small businesses looking for a more relatable and less serious portrayal of their daily challenges. 

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The ads highlighted the ease of using QuickBooks for various business functions, from time tracking to payroll management. The message was reinforced while customers laughed. A perfect formula.

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Building consensus and trust

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A critical aspect of the rebranding process was building consensus among all stakeholders.

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For QuickBooks, this involved data-backed decision-making and continuous customer feedback. They tested ideas, shared them with customers, and refined them based on their reactions.

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This strategy made sure every strategy was well-informed and resonated with their target audience. If you incorporate real feedback at every stage of development, there’s at least some certainty that you’re going in the right direction.

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An approach like this one kills two birds with one stone. 

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On the one hand, customers feel seen and integrated into the process. They see a company that cares what they think and adds real value to their lives.

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On the other hand, it ensures there’s tangible proof for other stakeholders that each decision makes sense and is likely to be successful with audiences.

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Gaining trust within the organization allowed for more courageous and innovative marketing efforts. 

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The success of the Danny DeVito campaign was partly due to the established trust within the company. The marketing department was allowed to make bold creative decisions that aligned with the brand’s new direction.

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The three pillars of repositioning and relaunching

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Let’s sum it up before we go.

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QuickBooks took on the challenge of repositioning with three strategies in its arsenal.

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Number one, it always kept a customer-centric approach. Customer stories were at the forefront. Customer data was a guiding star.

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Number two, it tested innovative marketing strategies. When everyone did customer stories, they shook the table with humor and Danny Devito.

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Number three, it focused on fostering trust. QuickBooks involved employees in the process, showed clients that they listened, and provided tangible results to other stakeholders.

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With this three-pronged strategy, QuickBooks transitioned and transformed its services toward a holistic suite (Hey, just like FreshBooks did!) that empowered businesses to reach unprecedented heights.

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Who knows, it might work for you too.

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