Visma e-conomic

A new integrated brand platform that serves two important stakeholder groups

With a strategic positioning project as the starting point, Visma e-conomic set out to focus more on its accounting office segment with the aim of increasing sales and loyalty.

About Visma e-conomic: Founded in 2001, Visma e-conomic is the market leader in cloud-based accounting programs in Denmark and has more than 170,000 customers. Visma e-conomic is part of Visma, which assists over a million small and large companies in Europe every day with its business software.

Task

To strengthen the company’s position and appeal towards both small- and medium-sized enterprises (SMEs) and the accounting office segment (accountants & bookkeepers) in the DK market.

Solution

Development of a new brand platform that effectively caters to the two key stakeholder groups – SMEs and accountants and bookkeepers in accounting offices.

Result

One united and strong narrative that appeals to both target groups and helps strengthen Visma e-conomic’s market position.

Visma e-conomic has worked hard to earn its position as Denmark’s largest accounting software provider.

However, recent analysis carried out internally by Visma e-conomic had given the indications to strengthen the company’s position and appeal towards the accounting office segment (accountants & bookkeepers). Visma e-conomic, saw the considerable potential in communicating directly to the accounting office segment and, in collaboration with Kunde & Co, set out to create a new brand platform that could serve both the accounting offices and the SMEs.

An insight-driven approach

Prior to developing the new integrated brand platform, a comprehensive analysis was undertaken. This consisted of desk research and pre-interviews with Visma e-conomic employees, as well as accountants, bookkeepers and SME representatives. Internally, 60 employees were interviewed. Externally, 350 customers including accountants, bookkeepers and SME representatives took part in the quantitative survey. The results from the quantitative research illustrated what values were most important, what characterised Visma e-conomic today, and what its future communication should focus on in the future. A number of creative concepts, tonalities and pay-offs were also tested to ensure the company had the right foundation for Visma e-conomic going forward.

Developing a new, overarching brand platform

Insights showed that Visma e-conomic was perceived as Denmark’s leading accounting program across both the Accounting office and SME segments. At the same time, the surveys revealed more similarities between the two key stakeholder groups than previously assumed, which meant it would be possible to build one platform that catered to both. Respondents also found the new brand story positioning the software as ‘a flexible solution for every need’ very appealing, and tying in well with the overall corporate strategy for Visma e-conomic.

The final delivery for the brand platform included a new core story for the brand, a concept folder to stimulate interest and build qualified awareness internally and externally, a brand playbook and a new corporate visual identity rolled out on various elements. Together, this served as the foundation for all future communication for Visma e-conomic.

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