Citizen develops brand positioning and messaging for music industry app
In 2021 Session reached out to us to help the founders develop the company’s vision, proposition, internal values and messaging fundamentals that would inform the brand development and all comms moving forward.
Session was founded by Abba legend Bjorn Ulvaeus, alongside world famous music industry writers and producers Max Martin and Niclas Molinder. The aim of Session and it’s industry leading app (Session Studio) is to empower creators to do what they love and get the credit they deserve.
One of the major issues within the music industry is a lack of data. Data that helps artists, writers, producers and publishers agree to the splits and royalty payments for everyone involved in the recording process.
Session helps overcome these issues and disputes by using innovative technology and working with industry partners. Session is creating a trusted reference point, open to everyone who needs to register, credit and pay the right people.
Where did we start?
Research. Research. Research.
In order to develop the proposition, values and messaging we first hand to understand what the company meant to its founders. So we organised interviews with the founding members and their wider pool of contributors and staff in order to ascertain what the company meant to them.
We then reached out to the wider music industry, targeting them with surveys to understand their wants and needs and what resonated with them.
How did we help develop the brand?
We worked on the brand’s personality, the points of parity and difference with the competition, and most importantly; what the emotional and functional benefits of the product were for the end user.
We presented our rationales for all areas of the strategy and worked these through with the founders over the course of several refinement sessions until the final strategy, positioning and messaging was agreed upon.
What was the final outcome?
Purpose – Making music work.
Mission Statement – To combine innovative technology and global collaboration to make the music industry better for everyone.
We helped Session define the business both internally and externally. The brand guidelines have since been finalised and the website launched, which you can see here.