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CASE STUDY   ·   #MERGER   #IDENTITY

From four businesses with distinct identities to one recognisable, coherent organisation

The group works on a shared ‘why’ to build the identity and positioning of the new D_Circle brand.

CLIENT

D_CIRCLE

SECTOR

Software and systems integration

PARTICIPANTS

15 people from four businesses, with different roles, functions, levels of seniority and generations, including the CEO and business owners

Objective

Build a shared identity and position across four businesses with different histories, cultures and ways of working, creating consistency in the market and a common foundation for working as one organisation.

Key activities

01

Joint exploration of identity, customers and the value to bring to the market

02

Discussion of the relationship between identity, stated values and everyday behaviours

03

Review and comparison of processes, documents, tools and communication practices

04

Identifying differences and the main areas for improvement

05

Turning the reflections into shared priorities and actions

Outcomes

A shared identity and position for the new D_CIRCLE brand

Priority target audiences, value proposition and key market messages defined

Marketing objectives aligned with commercial objectives

Values translated into observable behaviours in everyday work

Shared improvement priorities for processes, tools and internal communication

A shared operational plan with objectives, actions and responsibilities

New capabilities

Bringing different histories, generations, functions and perspectives into dialogue

Building shared understanding without eliminating disagreement

Connecting identity, the market and internal operations, and recognising how they influence one another

Turning differences and different points of view into shared priorities and choices

A brand is credible externally when it is built and recognised internally.

TESTIMONIAL

It was a discussion involving a significant part of the business. It gave us the chance to pause, listen to one another, take stock of who we are today and understand what we want to become. The process brought out ideas, initiatives and priorities. But more than that, it brought our identity into sharp focus.

Martina Vaccaro

Marketing Manager, D_CIRCLE

From the workshop

Three participants analyse the needs, activities, selection criteria and expected outcomes of D_Circle’s customers.
Three participants organise contributions on the why, the how and the what to build the identity of the new D_Circle brand.
Sticky notes with the key results, objectives and deadlines defined for D_Circle’s operational plan.
Three participants build the OEM customer profile by analysing its needs, activities and selection criteria.
Sticky notes grouped under clarify, improve and transform to identify shared organisational priorities.
Four participants discuss the contributions that emerged on D_Circle’s shared identity and positioning.
Two participants present the contributions gathered on the values, behaviours and identity of the new D_Circle brand.

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