How We Gave a Brand an Existential Crisis and Fixed It!

In this session, we will walk through how Kleer (formerly PE Accounting) tackled a full-blown brand identity crisis—one that left them stuck between being a consultancy, a platform, and a financial sidekick with no clear elevator pitch. Instead of trying to squeeze into an existing box, they invented their own: Finance as a Service (FaaS). With a new name, bold visual identity, and crystal-clear positioning, Kleer went from “kind of like accounting, but not really” to owning a new category and leading the charge in fintech clarity. The talk blends real transformation insights, specific Dos and Don’ts if you consider updating your brand or creating a category and a touch of therapy-session —because sometimes, your brand just needs to find itself.