Seeking strategic marketing research, advice and a report on the option for changing names and rebranding our technology company.
Budget: $15 – $25 AUD
Our current company name is Daytech. We are a tech startup, at a stage just before scaling up. We have commercialised a range of electronic and software devices and a platform for Industrial Internet of Things products and completed many small projects and several large projects in the Mining, Water, Industrial, Environmental and Agricultural sectors. We are relatively unknown in the industry so far and the rebranding will not cost us sales if done soon.
We need advice from experienced strategic marketers with technology or industry backgrounds to advise on the brand strategy, brand name (stay with Daytech or change to iMachina), brand positioning.
We are at a crossroad and looking to change from Daytech (see www.daytech.io ) to:
iMachina - Flagship and primary Technology Brand engaged in Manufacturing, software development, supply and consulting projects for Industry 4.0 - Smart Automation, Sensing and Industrial Computing / Internet of Things Platform (our own hardware/software Platform As A Service), Wireless Control Systems, Smart Machines, Smart Farming, Smart Mining, Smart Industry. Our range of technology developed in Australia in house includes Edge Computing Systems for Automation, SmartNode Wireless Connectivity, SmartPod (remote control, automation and communications)
Daytech Energy - Wholesale/Retail Brand that is engaged in volume sales of Solar Charge Controllers, Wholesale and eCommerce sales of Lithium Batteries, Smart Lithium Battery Systems, Off-grid power packages, Remote Power packages, Solar Pumping Packages.
The reason for the proposed split is that our Industry 4.0, IIoT and Automation gear is more complex and premium, with a consultative sales approach. iMachina is a name that we came up with. Software and hardware is sold to Engineers and Integrators for projects (Channel Partners) and industrial end users directly under our PAAS (Platform as a Service) model, which needs a different branding approach. The Daytech brand is well aligned for our solar/battery, solar pumping and off-grid wholesale/eCommerce, which is a mid cost brand and has a different sales approach to market. Our solar and battery equipment is manufactured under contract, with quality control and distribution from Australia and the name Daytech makes sense for this product range, which is not our main product line, just a side business. However the focus for the company is primarily on smart machines and automation, so this is why we want to create a new brand (iMachina) for our more premium Industry 4.0, IIoT and Automation range. That would mean that we have one company with 2 brands. I am not sure if that is a great idea, since it introduces complexity, however now is the time for our startup to do this, before we scale up our sales efforts...
We do not have in house marketing staff at this stage, hence the marketing side needs some strategic guidance from creative freelance marketing gurus... If this marketing strategy is something you'd like to do some research on to write a report (paid report), please contact us. This work needs to be done before the rest of the marketing design work commences (i.e. new logo, graphic design, animations, brochures, etc). Please let me know if you have the capability and experience to do this type of strategic branding work, and how you will approach this.
We need advice from experienced strategic marketers with technology or industry backgrounds to advise on the brand strategy, brand name (stay with Daytech or change to iMachina), brand positioning.
We are at a crossroad and looking to change from Daytech (see www.daytech.io ) to:
iMachina - Flagship and primary Technology Brand engaged in Manufacturing, software development, supply and consulting projects for Industry 4.0 - Smart Automation, Sensing and Industrial Computing / Internet of Things Platform (our own hardware/software Platform As A Service), Wireless Control Systems, Smart Machines, Smart Farming, Smart Mining, Smart Industry. Our range of technology developed in Australia in house includes Edge Computing Systems for Automation, SmartNode Wireless Connectivity, SmartPod (remote control, automation and communications)
Daytech Energy - Wholesale/Retail Brand that is engaged in volume sales of Solar Charge Controllers, Wholesale and eCommerce sales of Lithium Batteries, Smart Lithium Battery Systems, Off-grid power packages, Remote Power packages, Solar Pumping Packages.
The reason for the proposed split is that our Industry 4.0, IIoT and Automation gear is more complex and premium, with a consultative sales approach. iMachina is a name that we came up with. Software and hardware is sold to Engineers and Integrators for projects (Channel Partners) and industrial end users directly under our PAAS (Platform as a Service) model, which needs a different branding approach. The Daytech brand is well aligned for our solar/battery, solar pumping and off-grid wholesale/eCommerce, which is a mid cost brand and has a different sales approach to market. Our solar and battery equipment is manufactured under contract, with quality control and distribution from Australia and the name Daytech makes sense for this product range, which is not our main product line, just a side business. However the focus for the company is primarily on smart machines and automation, so this is why we want to create a new brand (iMachina) for our more premium Industry 4.0, IIoT and Automation range. That would mean that we have one company with 2 brands. I am not sure if that is a great idea, since it introduces complexity, however now is the time for our startup to do this, before we scale up our sales efforts...
We do not have in house marketing staff at this stage, hence the marketing side needs some strategic guidance from creative freelance marketing gurus... If this marketing strategy is something you'd like to do some research on to write a report (paid report), please contact us. This work needs to be done before the rest of the marketing design work commences (i.e. new logo, graphic design, animations, brochures, etc). Please let me know if you have the capability and experience to do this type of strategic branding work, and how you will approach this.