Today is an important day for us. We announce a new look and feel—a new brand identity

Today is an important day for us. We announce a new look and feel—a new brand identity—and there’s a lot more to the story than you might know.  Read on…

At the center of our rebranding lies our new corporate mascot—the result of thousands of hours of contemplation, spread across many months, using the collective input from many senior executives. Our goal was to better describe through the branding change, how we’ve evolved as a company – especially with the expansion of our Multi-Vendor Managed Services for Voice, Video and Wired and Wireless Data – Surveillance.

We could have simply made the announcement about our new identity and left it at that, but that’s not who we are.  We’ve always done things differently and a corporate rebranding strategy was going to be no different.

Rebranding a company can teach you a lot of things, but mostly about the values of the company. Since we know our employees, customers and vendors share our passion for learning, we wanted to share with you some of what we learned along the way. Read on….

Why did we rebrand?

We were founded in 2001. A lot has changed since then, both in the unified communications space in general and for the company. You’ve probably seen it too.

In just the past couple of years, we’ve grown substantially, thanks to you.

It’s a coming of age for us. We’ve expanded in size, reach and services and the previous name was almost synonymous with quality, aggressiveness, and expertise. But yet, we didn’t feel like our old brand or visual style accurately reflected how we’ve evolved as a company.  It was time for a change.

How we did it?

As any creative mind knows, you normally don’t just sit down one day and change your entire brand without careful consideration.  Since a corporate rebranding becomes synonymous with the company’s identity, you need it to reflect who you are as a company.

Our mission and values were a natural starting point, but we knew our brand needed to capture the identity we wanted to achieve.

After many late nights throwing around ideas and getting nowhere, we locked ourselves in a room with just a whiteboard, nowhere to sit, sleep or use the bathroom, we got to work.  No cell phones, no laptops, no escape and we made it clear there were no bad ideas but we were going to “burn the boats” and move forward regardless.  After 72 straight hours of wakefulness, we came to an agreement.  We had our answer.

Marketing professionals agree, that when you are rebranding, you should try to limit yourself to what has worked historically.  And that’s exactly what we did.

We would become Wombat Networks. 

Although Wombat’s are more familiar to Australians then Canadians, the Wombat is known for a certain level of aggressiveness when provoked.  They dig burrows and are adaptable and habit tolerant.  The fit was almost perfect and honestly, we were quite surprised and shocked that not a single Unified Communications solution provider on the planet had overlooked the opportunity to either use the name “Wombat Networks” or aligned themselves with a Wombat as a corporate mascot.

One story ends, another begins

While the corporate mascot will certainly be a big part of our brand strategy, a great brand is so much more than that. It’s who we are as a company; how we make people feel and the experience we’re able to deliver.

Although the story of how our new brand was born may be finally over on this 1st day of April, 2016, it’s only the beginning of exciting things to come.  Please visit our newly branded website .

We encourage all feedback, positive or negative, from our employees, customers, associates, vendor and distribution partners on how we’ve done with our rebranding on LinkedIn, Facebook and Twitter.  Go Wombats!


Comments are closed.

Combat Networks