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Compete Like You Mean It: Taking Crayon’s Brand—and Competitive Intelligence—to New Heights

For the second time this year, allow us to kick off a blog post with our favorite declaration:

It’s a great day for the Crayon community!

Back in May, the cause for celebration was our $22M Series B. And today, it’s the launch of an exciting new chapter in our brand evolution.

I know the meaning of “brand evolution” can vary pretty dramatically from one company to the next. So, let’s briefly talk about what’s changing, what’s not changing, and what this means for you—the competitive intelligence professional.

Changing up our look, doubling down on our vision

According to G2, Forrester, and the Product Marketing Alliance, Crayon is the leader in competitive intelligence software.

That’s a big title—and it warrants a bold look! When we embarked upon this branding adventure almost a year ago, we had one overarching goal: to present ourselves in a way that aligns with our leadership position. And we kept that goal in mind as we designed our new logo, reimagined our color palette, and selected the font that you’re reading right now. (It’s Jost, by the way.)

Of course, our brand presentation is not only about logos, colors, and fonts; it’s also about the words and phrases we use to describe the value that we deliver to customers. I’ll come back to this point in a minute. But first, I want to address what’s not changing.

Crayon is consistently crowned the leader in this space for a reason: Because we’ve built—and we’re continuing to build—the competitive intelligence backbone that enables mid-market and enterprise businesses to create sustainable advantages in their markets. Because we’re going beyond sales enablement, and beyond the battlecard.

We’re committed to empowering our customers with the sharpest insights possible—insights that drive broad, measurable, and meaningful impact. All within a suite of tools that make it incredibly easy for any of your colleagues—regardless of their job title—to activate competitive intelligence to their advantage.

This has been our vision for the better part of a decade, and it will continue to guide us as we solve for more and more customers in the years to come!

Compete like you mean it

Like I said: With this kind of brand evolution come new ways of communicating the value that we deliver to customers. And perhaps above all else, Crayon exists to help you compete like you mean it. If you think that sounds like we’re challenging you to step up your game, you’re right!

If you stop by our blog every now and then, you’ve probably seen the stats. 84% of businesses say their markets have gotten more crowded in recent years. 59% of large enterprises say their markets have gotten much more crowded in recent years. 57% of small enterprises say the majority of their sales opportunities involve at least one competitor.

What a time to be a CI practitioner! On the one hand, the need for your skill set has never been greater. On the other hand, the margin for error has never been slimmer. Overlooked opportunities and undetected threats are increasingly costly in today’s environment.

That’s why it’s time to compete like you mean it—to take your company’s CI function to the next level. For those of you who are getting started, maybe that means creating a killer monthly newsletter and using it to organically build momentum. If you’ve already got your feet underneath you, maybe that means giving your sales and customer success teams the ammunition they need to win and retain more business. And for those of you who are experts at this, maybe that means centralizing your efforts and formalizing a request evaluation process, helping to create a culture of competitive intelligence at your company.

Ultimately, no matter where you are or what you do, competing like you mean it is all about committing to the pursuit of unrivaled advantage.

Whatever it takes to get you there, Crayon is here to help.

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Laura Taylor
Laura Taylor is our Chief Marketing Officer here at Crayon, responsible for overseeing strategy across demand generation, product marketing, customer marketing, visual design, and content & SEO. Previously, she was SVP of Marketing at WordStream, a provider of digital advertising technology.