Rebranding at iSYS: Technology for the People

Hello, Sebastian, Sven and Robert. It’s exciting to see how iSYS has dared to take the step towards a new corporate design. Let’s start with the basic question: Why did you decide to revamp your brand and website?

Sebastian Hauser: We had a change in management in 2020. Our two founders, Prof Dr Peter Mandl and Michael Sailer, retired from the operational business after almost 25 years. Although they remain an important part of iSYS as shareholders, the change in management and the 25th anniversary of our brand were reason enough to bring in a breath of fresh air and modernise our public image.

Was this change also a consequence of the change in management, combined with new goals and visions?

Sebastian Hauser: Absolutely. The change in management was a challenge for us, as it is not easy to have an objective view of the current state of our company. Fortunately, with Visionaere we had an experienced partner at our side who supported us honestly and constructively in sharpening our brand – and added a valuable external perspective. Our goal was to create a clear brand recognition with a new look.

,Our aim was to create a clear recognition value with a new look’.

Sebastian Hauser · Head of Marketing at iSYS

How did you hear about Visionaere and why did you decide to work together?

Sebastian Hauser: We invited a total of five agencies and after a series of discussions, it was clear to us that Visionaere was the right partner. The chemistry was right from the start and we were extremely impressed by their expertise and the projects they had already implemented. In particular, their experience with consulting companies and their specific needs were decisive for the final decision.

Which teams were involved on both sides and which competences were brought together?

Robert Fischer: On the iSYS side, the management, the management team and Sebastian as Head of Marketing were involved. We also brought in support from customer management to ensure that all relevant expertise could be incorporated into the project. At Visionaere, it was strategy consultants, an art director and other experts from strategic creation, including designers and copywriters, who worked closely together.

How important is brand presence in the consulting business?

Sven Lützen: A strong brand presence is essential in order to stand out from the competition and communicate a distinctive self-image and unique approach. It also helps to communicate the specialisation of the consultancy and its strategic goals and to strengthen its internal and external perception.

These are particularly important points when it comes to consulting on customised software solutions and their implementation – iSYS’s field of activity. This is because an accentuated brand presence with a clear sales story serves as an entry ticket and differentiating feature in a tight competitive environment and at the same time as proof of expertise for central brand values.

How would you summarise the essence of your brand, which was worked out in the process, in one sentence?

Sebastian Hauser: Our claim ‘Technology for The People’ sums it up perfectly – people are at the centre of everything we do. We develop customised software solutions that are closely tailored to the needs of users and maintain a close, collaborative relationship in every project – both with our employees and with our customers.

What advice would you give to other marketing managers who are planning a reorientation of their brand?

Robert Fischer: Firstly, you should be clear about the reasons why you are aiming for a relaunch. If the brand is successful, an evolution can often be better than a revolution. It is also important to understand a relaunch as an integrated strategy and design process, where regular documentation and review of interim results are essential. An experienced external partner with industry expertise can be very valuable in accompanying and moderating this process.

What was the biggest challenge in the project and how did you overcome it?

Sebastian Hauser: One of the biggest challenges was certainly the emotional separation from the old brand identity. After all, we have been operating on the market for over a quarter of a century – so both our own employees and our many long-standing customers have become accustomed to the logo and the associated corporate identity.

Have you already received feedback from employees and customers?

Sebastian Hauser: Yes, the feedback was overwhelmingly positive. The new look was perceived as much more modern and fresh – and therefore much more in keeping with our highly specialised consulting services. The new graphic elements and the accent colour were particularly well received by everyone.

What are your next steps after the rebranding?

Sebastian Hauser: We will of course continue to work on making our brand even more present. The new look will be fully integrated into internal and external communication in order to increase brand awareness. We are also planning campaigns to increase our reach, for example via GDN or PMax, and are working on high-quality materials such as branded PowerPoint templates, whitepapers and image brochures.

Thank you very much for the interview!

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