Crafting Visma
e-conomic adaptable flexibility
Visma e-conomic aimed to strengthen its brand and enhance loyalty. As a strategic positioning project, we conducted a comprehensive analysis that helped shift focus towards two vital stakeholder groups: small- and medium-sized enterprises (SMEs) and the accounting office segment. We developed the concept ‘a flexible solution for every need’ as a unifying core story, complete with a fresh integrated brand platform and many communication elements.
How it began
Future-proof flexibility
Visma e-conomic wanted to solidify its position as the market leader in cloud-based accounting programs in Denmark. The task was to utilise an internal analysis of employees and customers into one united and strong narrative for a new brand platform to serve two key stakeholder groups – SMEs and accountants/bookkeepers in accounting offices.
Developing the solution
An insight-driven approach
To start, we wanted to understand what values were most important, what characterised Visma e-conomic today, and what its future communication should focus on. We conducted desk research and interviews with 60 internal employees and 350 external customers, including accountants and SME representatives, for comprehensive insights.
The results uncovered greater similarities between the two key stakeholder groups than previously assumed, suggesting the possibility of creating a unified platform to serve both.
The outcome
A new integrated brand platform serves two important stakeholders
We created a new brand story ‘a flexible solution for every need’ that tied in well with the overall corporate strategy and laid the foundation for all future communication. The final delivery included the development of an overarching brand platform, a concept folder, a brand playbook, and a new corporate visual identity. These elements were strategically rolled out to stimulate interest and build qualified awareness both internally and externally.
About Visma
Visma e-conomic, founded in 2001, is Denmark’s largest accounting software provider and has more than 170,000 customers.
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Andreas Fisker Nielsen
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