00/ The Challenge
Ten years ago, Chris Vandenberghe engineered a practical planning tool. He successfully launched his smart SaaS solution and started serving his first customers. He called his planning software ‘DPlanAid’ and grew his business organically.
However, for the next phase in his growth strategy, he realised that potential leads did not recognise the Dynamic Planning Aid he was offering without his personal involvement. In order to grow a future-proof brand, rebranding became inevitable, and so we started restructuring his brand and rewriting the DPlanAid user stories.
- name storming
- corporate identity
- graphic design
- information architecture (IA)
We gathered the owner, lead developer, sales and Unizo advisor around the table and organised 3 audit sessions. We carefully charted the history of DPlanAid as a brand and organisation, identified all strengths and opportunities, and pinpointed the potential thresholds for further growth.
Analysis of the product, brand and market clearly indicated that the next step had to be made in a B2B environment. The audit sessions resulted in a strong growth strategy, and we mapped the customer journeys that we needed to explore.
“I was so proud of my software solution, I genuinely thought DPlanAid could be sold without actually selling it. I was convinced the efficiency of DPlanAid would prove its worth without explanation, but the brand analysis audit proved me wrong. Our B2B customer journeys now explain.“
Although the DPlanAid brand name contains all of the elements to explain the Dynamic Planning Support Tool it actually is, the name too often evoked the notion of an NGO. The tool had grown, while the communication and branding were stuck in the previous decade. Time to innovate!
A namestorming session resulted in the unanimous choice of ‘timaster’ as the new brand name − and the baseline “unlock your planning potential” was added. We had timaster trademarked and protected by KOB, and we designed an entirely new visual identity.
To promote the professional quality and reliability that the tool really offers, all DPlanAid communication needed to be revised and rebranded. Because of the decision to focus on the B2B market, we started by revising the corporate presentation and elevator pitch in close cooperation with the sales representative. We then focused on the SaaS solution and integrated the new visual identity into every facet of the tool. Next up is the website revision − coming soon!
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