In the story of every successful company, change is often the guarantee for growth. Today, Spark—formerly raiseR—stands as a core of transformation, leading the way in a new era of strategic innovation. What began as a streamlined HR solution has evolved into an all-in-one platform for people management, designed not only for HR specialists but also for company leaders and executives seeking deeper, more meaningful alignment across their organizations. During the conversation with Armen, the CEO of Spark, it was revealed that the inspiration behind rebranding was the vision driving its ongoing evolution and the core values that continue to propel the Spark team forward.
What was the Core Reason for Moving from raiseR to Spark?
One of the key drivers behind our rebrand was the shift in our product’s focus. We’ve moved beyond being a purely HR platform to offering a strategic, business-driven solution. With new features like OKRs, strategy maps, and KPIs, our platform now supports not only HR teams but also executives and business leaders looking to drive organizational alignment and growth. As we evaluated our product, it was clear that Spark reflected the essence of people and strategy management to assist both HR and executive teams in achieving success.
Another important factor we encountered during our journey was the phonetic challenge of the initial product name ‘raiseR’. In conversations with prospects, the word often triggered associations with a razor, especially within Western markets—not the association we would like to get for ‘Spark’ as a strategy platform.
What Perspectives Does Spark Have as a Platform?
Spark has one primary goal: to empower organizations and guide companies through the digital transformation journey and completely unlock their full growth potential.
Every leader and executive has a crucial role along this journey—sparking the first step that will deliver significant outcomes and breakthroughs. We promise our clients to reach the expected progress and walk alongside them every step of the way.
What Brand Values Does Spark Possess & What Product Impacts Does It Have on Customers?
Our values reflect the work we do as a team. They demonstrate not only our ethos but also how we approach our customers and our work. Here are the values the Spark team has set to guarantee the expected results.
- Teamwork
- Agility
- Excellence
- Privacy
As a company that started in HR, we absolutely comprehend the crucialness of teams and teamwork to reach success.
Agility is considered as a core factor – as a tech company, we always show readiness to go for an adjustment to get new accomplishments. We constantly keep up with the shifts in tech innovations, but also on the requirements and needs of companies to evolve in today’s fast-paced reality.
In this process, we stay loyal to quality and excellence, which can get lost when you are trying to do many things quickly. Our team does everything to make big things happen fast and with high quality.
Finally, as a company that deals with enormous amounts of sensitive data – people data, organization data, strategic data – our constant focus remains on privacy and security, which our team always takes with great responsibility.
How Does Spark Differentiate Itself from raiseR & Other Competitors in the Market?
Most companies go for rebranding because of two initiatives – when they change the buyer persona, or when there is something new to say. In our case, we had both. We have built software that not only does HR well – but also helps companies with strategic alignment and execution, helping them make data driven decisions- not fragmented information from siloed departments. We provide company leaders with a single source of truth so that they can truly align, execute on their company strategy effectively, and achieve more together.
What Benefits Does Spark Platform Offer to Current and Future Users?
The aim of this rebrand is not only the change of the product name but to deliver new experiences. We have tailored and input a lot of UX changes/improvements, which we are confident our users will appreciate. We have also made a new strategy and invested in operations-related features to help our clients attain unprecedented clarity and focus.
What Message Does Spark Deliver with This Transition?
Our team has always had a special emotional tie to raiseR and it appeared to be a hard decision to go for a change, though it brought new features and better usability to improve overall processes of the platform.
What Role Does Spark Play in Shaping the Future of People and Strategy Management?
The biggest input Spark brings to the market is clarity and visibility in a company’s goals. Spark, as a people and strategy software, keeps team members aligned in the execution of the company’s vision.
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