Exactly Just What Is Actually The Distinction In Between Business Analytics As Well As Business Intelligence – Standing out in a saturated market is a problem most businesses are familiar with. In the managed services and staffing industry, firms are largely seen as interchangeable, with few able to stand out with their unique offerings. Relying on scale isn’t enough, so when DISYS and Signature Consultants merged, they both knew they needed a powerful strategy that could protect what made them unique while combining and growing their offering into a new, united brand. That’s where we came in…
Digital Intelligence Systems, LLC (DISYS) is a global managed services and staffing firm with 57 offices worldwide. Signature Consultants is a leading IT staffing firm that connects today’s top technology talent with forward-thinking Fortune 500 and high-tech companies.
Exactly Just What Is Actually The Distinction In Between Business Analytics As Well As Business Intelligence
DISYS and Signature Consultants merged in 2021, bringing an additional 29 offices to the portfolio. At the time, DISYS and Signature Consultants operated in similar spaces, but their service styles were completely different.
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Signature was known for white glove service – highly consultative and personal. DISYS was more systematized for larger enterprises. They could generate a mass amount with speed. Each brought their own benefit to the market, and their new, unified model had to comfortably accommodate both.
Both businesses operated in a crowded market, with little differentiation. It was transactional, price driven and commodity. The bar was set low, with negative experiences rife across the industry. The stage was set for a new type of firm that could meet today’s industry challenges and be proactive about the challenges of the future.
The merger of businesses that combine diverse skill sets, innovative thinking and a wide range of service models will be necessary to change the trajectory of the industry forever.
The key? Building on people, technology and processes to create a clear standout and give customers what they really need instead of just growing.
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“We aimed to develop a brand that not only met the needs of our constituents, but one that truly reflected our business purpose and challenged the status quo in an industry in dire need of disruption.”
We validated this strategy with Voice of the Customer research. The idea of being able to choose the approach that best suited their needs appealed to them and created a distinction, and the platform model was attractive to them. By expanding into new areas, DISYS can differentiate itself and exceed its size.
We started by defining what the brand should stand for. In collaboration with DISYS and Signature Consultants, it was clear that Dexian’s role is to improve the lives of the people, teams, companies and communities it serves.
To achieve this, we have positioned Dexian as a guiding light that exists to chart a path through the fog. In doing so, Dexian empowers everyone behind one powerful goal: to do the right thing.
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We developed a purpose statement to capture this sentiment, which ignited the business as soon as it was introduced.
We needed to articulate the brand in a motivating, inspiring way that speaks to the effects of two things coming together to positively impact their paths: we connect exceptional talent, technology and businesses in a way that changes their collective trajectory – helping them navigate on a path to progress with accelerated momentum and make a meaningful difference.
The brand positioning articulates what it means to come together to create an exponential increase in energy without harming what came before: merging businesses, talent and technology to generate trajectory-changing opportunities that yield new levels of success for clients, talent and society.
Dexian goes beyond blue-in-the-black thinking – a space where intuition and science are used to make intelligent decisions, minimizing risk for new levels of success.
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The name was created in several intensive sprints to capture a concise articulation of what the brand stands for.
There were critical challenges to address – the name had to be unique, it had to have meaning and purpose, and it had to stand out across multiple geographies.
We tested extensively and vetted several viable contenders until a unanimous decision was made on a name that speaks to their precision at scale, adaptability to any challenge, and their ability to turn their hand to anything.
From there, we built the Dexian architecture – bringing together the many acquisitions and legacy brands, simplifying the portfolio to create a full-service capability offering.
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Together, we re-architected their portfolio to ensure we retained the DISYS and Signature shares, while demonstrating the breadth and depth of value in staffing, workforce and IT consulting solutions that customers can derive from Dexian.
The Voice of the Customer survey told us that the DISYS and Signature brands should be retained until they feel confident that the high level of service quality of the respective brands is maintained within Dexian. After regular consultations, a phased approach will be introduced for their full absorption into the Dexian brand.
We started by assessing the visual world of managed services and staffing companies. Through observation and analysis, we created a list of criteria defining how Dexian wants to appear in the world that aligns with their values of being transparent, authentic and empathetic.
We used the name and strategy as a starting point to create a logo and a logo that represents the unity of two things coming together to create positive change.
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By creating custom gradients called Fusions, we visualized the idea of merging, going further and creating opportunities to change trajectory. We have developed bespoke photography and illustration as a key ingredient in expressing empathy.
“We had a unique challenge and opportunity to celebrate the history of our legacy brands while positioning the company for its next phase of growth. We needed a partner who had a business-first mentality and brought fresh thinking to the table. Yonder’s unique combination of insight, strategy and imagination and top-notch creative teams set them apart – they were the perfect partner. Our process was the perfect blend of art and science, with research guiding every step of the process.”
“I’ve been in this business for 41 years. This is Everest for me. The best brand work I’ve been involved with. This is my vision of what it means to modernize and Yonderise a brand.”
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Yonder Consulting Limited is registered in England under number 4153928. Registered Office: Northburgh House, 10 Northburgh Street, London EC1V 0AT
Yet one of the most important debates we need to have as a business community is simply not happening.
No, I’m not talking about the debate between capitalists and socialists. Or the debate between proponents of our market-driven consumer culture and advocates of more environmentally sustainable business practices.
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The debate I speak of may be even more important. And it is not owned. You’ve probably guessed by now, so I might as well stop being coy.
I’m talking about what we believe really drives business success when we look beyond the surface complexity of industries, markets, professions, brands, products and whatnot.
Do we believe that when it comes down to it, when you’re trying to build a really great company, love is all you need? Or do we believe that when it comes to business, what does love have to do with it?
This is the topic I decided to explore with some trusted partners. Our hope was to launch our monthly newsletter in February with the theme of love – to coincide with Valentine’s Day. We did not make it. It’s now May 1st and I’m just writing this.
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We lined up a bunch of amazing experts (see the list below) and spent an hour with each of them exploring the topic of love in the workplace. The interviewees were amazing, brilliant, inspiring. We learned a lot and will share more below.
This process disturbed me. Even though I am deeply and madly in love with my wife, Josette, and love is such an important, prominent and present force in my life, I had difficulty writing this article.
I love writing. When I write about a topic I have some experience with, it usually comes easy to me. Well, maybe I exaggerated that. Sometimes it’s really hard as hell. But over the years, I’ve learned to lean in when the muse is with me and back off when she’s not. With this approach, I can usually write an article pretty quickly.
Many people we spoke to on our trip were also deeply uncomfortable with the topic of love in the workplace. Some might see the value conceptually, but genuinely struggle with the word “love.” Others, however, could not get there at all. And that’s the problem. love,
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