Kelly Linhares

How I sold the execs on brand strategy and sparked an 87% traffic surge​

ScalePad was having an identity crisis

  • When I joined ScalePad, the company was grappling with their brand identity. Having recently acquired Backup Radar, a key MSP product, ScalePad was struggling to achieve brand alignment between the two products. 
  • After diving into extensive research on multi-product brands, it became clear to me that ScalePad needed a structured brand architecture. 
  • This involved a bold move: renaming their flagship product from ScalePad to Lifecycle Manager and positioning it within a cohesive brand hierarchy. 
  • Convincing the executive team to change the product name was no small feat, but armed with in-depth research and a persuasive pitch, I got the buy-in needed.

There's an app for that

  • ScalePad’s rapid growth exceeded everyone’s expectations, acquiring three more products in a six month span. 
  • Thanks to the foresight of implementing a brand architecture, each new product integrated seamlessly, allowing my creative team to swiftly roll out cohesive visuals and brand assets for each launch.

If you build it, they will come

  • With the new architecture and comprehensive brand portal established, the next step was building a new website—and fast. 
  • Partnering with Content Manager Andrew Brethauer and his talented writing team, we developed a content strategy brimming with SEO magic. 
  • Collaborating closely with my creative team, we crafted the UI/UX, designed visual assets, and produced animations, launching an extensive website in record time.
  • The combination of smart brand positioning, a well-executed website, and SEO-driven content led to outstanding results: an 87% surge in organic traffic both month-over-month and year-over-year. While I’d love to credit the sleek design, I have to tip my hat to the SEO experts who made this growth possible. However, I will take some credit for the significant drop in bounce rate. 

This project showcased the impact of strategic brand alignment and strong execution. By defining a clear brand architecture, anticipating future acquisitions, and launching a visually engaging, SEO-optimized website, we resolved ScalePad’s identity crisis and set the foundation for growth.