Rebranding a SaaS Platform

In 2021, Deacom Inc., a leading provider of enterprise resource planning (ERP) software for small and medium-sized businesses, was acquired by ECI Software Solutions, a global technology and consulting company. As part of the acquisition, Deacom needed to be rebranded to align with ECI's brand identity.

Challenge

The challenge for Deacom Inc. was to rebrand its ERP software and associated marketing materials to align with the new brand without compromising its existing customer base or losing brand equity.

Solution

It was identified that the current Deacom Inc. brand was well-established and well-respected within its target market. Therefore, it was decided that the new brand should build on the existing brand equity. As a result the software was to keep the Deacom name while incorporating 

The marketing team then developed a new name format, and logo, for the software that aligned with the new brand identity. The new logo was designed to be modern and dynamic, with a color scheme that reflected the new brand's identity.

Once the new brand identity was finalized, the team worked to update all entry points of the software with the new logos and company identifications. The team also developed and implemented new icons across the software to modernize our interface with SVGs usage.

Results

The rebranding effort was a success, with the new brand being well-received by both existing and potential customers. The company was able to maintain its existing customer base while also attracting new customers who were attracted to the new brand's modern and dynamic image. The comprehensive marketing campaign helped to increase brand awareness and drive sales.

Conclusions

Rebranding an ERP software to align with a new brand following being acquired can be a challenging process, but with careful planning and execution, it can be a success. By building on existing brand equity and involving a cross-functional team in the rebranding effort, Deacom Inc. was able to create a new brand identity that was well-received by customers and helped to drive sales.