Our recent rebranding from MobiLock to Scalefusion has been an exciting as well as an enlightening endeavor. Change doesn’t come along without any chaos, but we learned how to tame chaos to extract clarity out of it. The rebranding was taken up as an exercise by the departmental heads under the direction of the business leaders, and indeed it turned out to be a fun-filled, energetic and enticing activity with crazy ideas, endless discussions, opinions and imaginations running amok – but at the bottom of it rested a single goal – of making it a success!
Let’s start from scratch: Why we decided to rebrand?
Started as a rather media-shy Pune-based bootstrapped start-up, MobiLock opted to leverage its expertise in providing kiosk lockdown solutions to corporate-owned Android devices. As service provision excelled with the count of global customers, the product picked up the pace and turned itself into a full-blown MDM with support for Android, iOS and Windows 10. With time and experience, MobiLock gained more success and recognition and got recognized as a Google-certified EMM vendor. The key focus of the product/company is to make the IT admins’ life a breeze with easy device onboarding, quick deployment options, robust compliance and security policies, complete device analytics, remote troubleshooting, and real-time communication. But, over the last couple of years, MobiLock realized that it has grown pretty fast with consistency and commitment and has expanded its expertise with considerable UEM capabilities.
With time, growth and changes, there came an underlying sense and need for transformation that could redirect its corporate culture, the evolving product features, the additional deployment capabilities, and the overall brand outlook. We realized that a new brand identity is imperative – there was no second thought to that. It was like an inseparable part of the evolutionary process, and we believe that this will serve our purpose in terms of our futuristic vision and business mission.
We wanted the world to look at MobiLock in a different light altogether!
For that, we required it to have a new name as it now offered more than just a kiosk lockdown solution, a new identity as it moved beyond conventional MDM solutions and a new perception as it expanded its horizon of innovation. So, eventually, we rebranded MobiLock as Scalefusion – everyone collectively loved the name! The design team came up with a fascinating logo and color theme that wonderfully complemented the new name.
A successful Rebranding teaches us some beautiful lessons!
Rebranding is a serious task! We started with making a special group of people who worked on the entire activity, and while they held several meetings, they discussed all the phrases and steps of rebranding – including preparation of the ‘to-do’ list and attaching deadlines for finalizing decisions (this helped us to steer clear of all distractions and irrelevancies). We made sure that the process followed a well-calculated, practical and realistic strategy that was directed towards task completion and meeting expectations well within deadlines.
It’ll be hard to be believe that it all went smoothly but yes strict discipline and ‘not letting ego get into our heads’ have taught us how to stay in line with a common goal, respect others’ views and adopt best possible ideas (even if they don’t come from you).
While finding a new name and logo for the company, we learned what it truly stands for – its target audience and what it truly seeks to solve – the challenges of the IT team! In this process, we explored various company logo ideas that could effectively represent our brand’s mission and values. And sometimes, just getting the basics right can lead us to some greater comprehension. This is how we defined the market differentiator – something that will stand out in the crowd of competitors. We came out with a rather interesting concept of InterOps – a set of capabilities tightly integrated with its MDM solution. InterOps is a combination of 3 capabilities – ITSM Integration, EVA Communication Suite and Remote Cast and Control.
The core aim of Scalefusion is to empower the company IT team/managers to streamline the entire device management operations and support the modern workforce with seamless integration with other business solutions to drive an effective synergy across business divisions. Scalefusion, as a product, will enable them to focus on driving flawless IT processes strategic to business continuity and employee productivity.
Last but not least, rebranding brought along a lot of wisdom at all levels and gave new reasons and directions for innovation, product development, and company-wide communication and above all, it brought collective purpose to all employees! A strong product roadmap powered by visionary leaders played a very crucial role in this eye-opening journey from MobiLock to Scalefusion.
