Selling Salesforce consulting

For many businesses, implementing Salesforce starts with excitement and ambition. The platform promises enormous capability, endless customisation, and the potential to transform how organisations manage sales, customer relationships, automation, reporting, and growth.

But somewhere along the way, many companies hit a wall.

Instead of becoming the powerful business accelerator they imagined, Salesforce often ends up underutilised, overly complicated, or stuck in “business-as-usual” mode. Teams lose sight of why they invested in it in the first place. Some become overwhelmed by its scale and complexity, while others barely scratch the surface of what the platform is actually capable of delivering.

That was the challenge facing Moderno Solutions.

As a Salesforce implementation and installation specialist, Moderno had deep technical expertise and years of hands-on experience helping businesses unlock the true power of the platform. Founder Gareth Baker had spent years working directly within Salesforce itself, followed by further experience with one of New Zealand’s leading Salesforce partners. The knowledge inside the business was extensive.

The problem was translating that expertise into a brand story that felt understandable, relatable, and commercially meaningful to prospective clients.

Brand IQ was tasked with developing a brand narrative that would communicate not only Moderno’s technical capability, but also the transformational potential Salesforce can offer when implemented properly.

The resulting brand story centred around a simple but powerful idea: “We’ll take you beyond business-as-usual.”

That line captured the frustration many Salesforce users experience while also positioning Moderno as the guide capable of helping businesses move beyond stagnation and unlock far greater value from their investment.

Rather than speaking in technical jargon or platform features, the story reframed Salesforce as something much bigger than software. It acknowledged the reality many businesses face after implementation, where expectations and outcomes don’t always align, and where the promise of transformation can feel frustratingly out of reach.

The messaging recognised that Salesforce itself is not the final destination. It is a scalable, evolving platform capable of growing alongside a business, but only when guided by the right expertise and strategic thinking.

To bring that idea to life, we used the metaphor of Salesforce as “a rocket into the future” rather than simply another business tool. The language deliberately shifted the conversation away from software configuration and toward momentum, growth, transformation, and possibility.

Importantly, the story also humanised the implementation process.

Large software deployments can often feel intimidating and disruptive for businesses. Moderno’s approach positioned them not just as technical specialists, but as experienced partners who guide clients through the entire journey, from strategic planning and implementation through to ongoing support, training, and future development.

The narrative reinforced Moderno’s “big picture” approach, balancing technical capability with practical business understanding. That distinction became critical in positioning the company against competitors who focused primarily on systems rather than outcomes.

By simplifying complex concepts into more engaging, relatable language, the brand story helped Moderno communicate the real-world value of Salesforce in a way that felt aspirational without becoming unrealistic. It gave potential clients confidence that Salesforce could become the transformational tool they originally hoped for, provided they had the right partner guiding the process.

The finished story provided Moderno with a much stronger positioning platform for sales conversations, marketing, and future growth. More importantly, it shifted the focus away from software alone and onto what businesses are ultimately trying to achieve: moving beyond “business-as-usual” toward something far more powerful.

TESTIMONIAL: Gareth Baker, Managing Director of Moderno, says:
“In the early stages of setting up my business I became aware something was missing. I got in touch with Steve at Brand IQ to talk about developing a compelling brand story. I really liked their 3-stage process and our initial story strategy session was super valuable in defining my messaging. Brand IQ  produced a brand story that was spot on, and then translated that into copy and visuals for our website.”