Company Identity as an enabler for business transformation 

diconium was founded in 1995 and has grown into one of the leading players in building e-commerce solutions. In 2020, diconium became part of the VW Group and extended its offering, size, and global footprint, contributing to the digitalisation of the VW Group and the development of software in VW’s electric cars. 

After growing very fast, diconium was ready to reposition itself, addressing a new type of companies with an extended offering. To support diconium in achieving their ambitious growth targets, the new management team needed to align the fast-growing organisation on a shared understanding of the company identity, market position and value proposition.

Identity-driven business transformation

We partnered up with diconium in late 2023, and through a wide-ranging collaboration, we have supported the strategic alignment and business transformation of diconium. Our first task was to help diconium define their core Identity to ensure a strong alignment between the company’s DNA and heritage and its operational goals and future business objectives. 

We kick-started the process with an extensive data framework. By combining internal and external interviews including customers, industry experts and stakeholders, a survey sent to all employees and a comprehensive data collection and analysis, we secured a broad buy-in as well as a perspective from both inside-out and outside-in. Extracts from the data were used in workshops with a diverse group of employees to discover diconium’s DNA, beliefs, and Identity. 

The centrepiece of the transformation process was defining diconium’s Identity Compass. The strategic tool uses the business target as North and the newly defined WHY (Purpose) as the centre of the compass. Furthermore, we jointly defined diconium’s strengths and market differentiation and established their offering in just one sentence. This condensed tool, the Identity Compass, has since guided all strategic decisions in the transformation process.

Following the Identity track, we supported diconium in developing a new Positioning, Value Proposition, Portfolio model and last but not least, a new visual identity – because, as we say, design is the strongest marker of change. All initiatives were based on the newly defined Identity as the foundation to ensure that all actions support the business target, Purpose, and strategic vision. 

Ready to update industries and create an impact

With the new Identity in place, diconium is ready to conquer the market as a global group, delivering software-delivery organisations. The new shared Identity and narrative align the organisation and become the common point of departure. In the process, diconium went from having a rather vast portfolio to a condensed portfolio model based on the level of engagement with customers. The new WHY, the Value Proposition and the newly defined Portfolio model change the conversation in the market, enabling diconium to enter a more attractive market segment, being established organisations with a global presence that needs to transform their business operations. 

Deliveries from IDna Group:

• Identity Compass as strategic guidance for the transformation
• A new WHY (Purpose)
• Market Positioning and Value Proposition
• Portfolio Model
• New Visual Identity
• Strategic advice and delivery of design executions such as website design, company presentation, motion, company movie, templates, tone of voice and communication assets.