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.
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.
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.