In the world of mergers, brand identity can make or break the new entity. When seven companies join under one umbrella, confusion is almost guaranteed, not just for customers but for employees as well. This is what inspired me to dive deeper into a fascinating case study from Wiser Technology, a tech group that recently merged seven companies and transformed those scattered pieces into one cohesive narrative.
As a serial entrepreneur who’s bootstrapped multiple ventures in Europe, I know how much energy it takes to balance growth, culture, and communication under normal circumstances. Mergers, though? That’s scaling challenges on steroids. Let’s dig into what Wiser did right and what we, as female entrepreneurs, can learn from their process.
Building One Voice From Seven Stories
Post-merger blending isn’t smooth sailing. Each company brings its own quirks: distinct corporate cultures, scattered customer databases, sometimes even competing philosophies about success. At Wiser, they took everything those seven original companies embodied, their strengths, habits, and existing reputations, and turned it into an operational philosophy called “The Code.” Not just a slogan, but a literal guide for how they approach both internal collaboration and client delivery.
Here’s the thing: Wiser chose a core message that worked at a deeper level than just clever branding. It said, "We behave in a predictable and structured way, no matter the complexity of the project.” Customers don’t just buy products or services; they buy reliability. Wiser nailed that pitch during a long period of uncertainty, which is as strategic as it gets.
Lessons for Women Entrepreneurs
So how does this apply to us? For starters, many of us face “mini-mergers” as our businesses evolve. Maybe we pivot directions. Maybe we absorb a new company or a cofounder’s vision. Every time this happens, it’s like holding up a mirror to your business and asking, What’s our true identity? Do our customers, and teams, get it? Here’s how you can apply some of Wiser’s principles during these transitions.
1. Be Methodical About Strengths
Wiser didn’t gloss over the diverse perspectives of its pre-merger companies. Instead, they documented what worked and what didn’t by revisiting over 1,000 completed projects. The failures were just as informative as the successes. For smaller businesses, this means auditing your own track record before you pivot to any new direction. Think case studies, feedback from partners or customers, and good, old-fashioned retrospection.
Tip: If you’re struggling to get insights, start small. Even cataloging five projects and their outcomes is better than none.
2. Prioritize Certainty Over Catchy Ideas
This might sting if you love creative taglines as much as I do, but customers don’t necessarily care how clever you sound. What they want is a working service and an experience they can trust. The competitive edge comes when your brand reflects that calm certainty.
For example, as I build Fe/male Switch, a gamified startup tool for beginner entrepreneurs, I’ve had to shift away from over-the-top “inspiring” messaging. The students we work with don’t need vague hype. They need a clear path to validate their business ideas. This clarity cuts through the noise and builds loyalty.
3. Treat Your Brand Like a Decision-Making Tool
A cohesive brand does more than help you sell; it streamlines your decisions. Wiser’s internal adoption of “The Code” shaped everything from hiring to how employees handle conflicts. For startups with lean teams, adding this kind of principle could save countless hours debating tactics. Here’s why: if your brand values are crystal clear internally, they help answer almost every operational question.
Example: If your brand prioritizes customer-first thinking, that instantly helps decide whether to boost a feature no one’s asking for, or fix a bug bothering lots of paying customers.
Common Mistakes Entrepreneurs Should Watch Out For
Even knowing this, mistakes happen. Here are the pitfalls I see most often, based on both my personal experience and coaching other women-led startups.
-
Superficial Positioning
Buzzwords don’t replace genuine values. Trying to sound trendy is a fast way to create confusion. -
Lack of Internal Buy-In
Your team has to live your brand first. If they don’t get the unified message, you’ll struggle to bring it to the market. -
Copy-Pasting the Competition
Sure, research should guide you, but simply mimicking another brand’s messaging won’t stick. Use it as a launch pad, not a playbook. -
Underestimating Visible Change
Customers notice! The shift between your old and new identities must feel intentional, not rushed. For Wiser, this was about owning their transition with transparency and confidence.
A Quick How-To: Evolve Your Brand After Major Changes
Whether you’re rebranding, merging services, or launching a new branch, here’s a step-by-step process that echoes Wiser’s success.
-
Document Your Current Identity
Write down what you stand for and who your audience sees when they look at your company. -
Audit Your Wins and Losses
Go back to real-world outcomes: which frameworks consistently deliver customer happiness? Which ones don’t? -
Find the Overlap in Values
If you’re merging two visions, focus on where they intersect. It might take multiple discussions and brainstorming sessions. -
Make Everyone Part of the Build
From employees to power users, ensure the stakeholders feel involved in the shift. -
Pilot the Message
Test your brand story with one safe audience first, adjusting before rolling the changes out broadly.
Key Takeaways for Female Founders in Europe
We face unique challenges: limited funding options, skepticism, and sometimes outright bias. But one thing we can control is how clearly our businesses communicate trust and direction. Wiser’s story shows us the power of tightly focusing on values that resonate. It's not about blending into a crowded market; it's about owning a message that simplifies, and amplifies, what you really stand for.
So for the next pivot you make, borrow a page from their playbook. Declutter the fluff. Find your “why.” And don’t be afraid to rewrite your story, you might come out stronger for it.
If you’d like to take some practical steps in real-time, try out the Fe/male Switch Startup Game platform, where we help budding founders decode business challenges in a fun, structured way. After all, every strong brand starts with solving problems, whether for your customers or yourself. Let’s get to it!
FAQ
1. How did Wiser Technology approach brand identity post-merger?
Wiser Technology focused on creating a unified operational philosophy called “The Code,” which served as both a brand promise and an internal guide for collaboration and decision-making. Learn more about Wiser Technology's branding
2. What inspired the creation of “The Code” at Wiser Technology?
“The Code” was inspired by the analysis of over 1,000 completed projects, highlighting patterns and lessons from both successes and failures to create a predictable and reliable operational framework. Discover Wiser’s operational philosophy
3. Who led the branding strategy at Wiser after the merger?
Slavena Tisheva, Wiser Technology’s Chief Marketing Officer, spearheaded the branding strategy, combining her expertise in international management, psychology, and B2B sales. Learn more about Slavena Tisheva
4. What was the main focus of Wiser's post-merger brand strategy?
Wiser prioritized reliability and structured outcomes over flashy slogans, ensuring that both customers and teams understood and trusted the new identity. Explore Wiser’s customer-focused strategy
5. How does Wiser Technology’s brand philosophy serve as an operational tool?
“The Code” not only shapes external brand messaging but also guides internal processes such as hiring, tackling conflicts, and making strategic decisions. Read more about Wiser’s operational toolkit
6. What lessons can female entrepreneurs learn from Wiser’s branding journey?
Female entrepreneurs can learn the importance of authenticity, documenting strengths and failures, and aligning team decisions with a clear brand philosophy. Learn entrepreneurial lessons from Wiser
7. How does Wiser’s post-merger brand build customer trust?
Wiser’s brand emphasizes predictability and structure, reassuring customers of the company’s ability to deliver consistent outcomes despite complex challenges. Check out Wiser’s trust-building strategy
8. What challenges do companies face when merging multiple entities?
Merging multiple entities brings challenges like reconciling diverse corporate cultures, blending customer bases, and uniting competing philosophies. Explore insights on post-merger challenges
9. How can entrepreneurs create a cohesive identity during a pivot or merger?
Entrepreneurs should document past successes and failures, involve all stakeholders in the process, and focus on overlapping values to build a unified identity. Learn how to evolve your brand
10. What was the slogan Wiser adopted after the merger?
Wiser adopted the slogan “We Have the Code®,” which reflects their technical expertise and commitment to providing structured solutions for complex challenges. Discover the meaning behind “We Have the Code”
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
About the Publication
Fe/male Switch is an innovative startup platform designed to empower women entrepreneurs through an immersive, game-like experience. Founded in 2020 during the pandemic "without any funding and without any code," this non-profit initiative has evolved into a comprehensive educational tool for aspiring female entrepreneurs.The platform was co-founded by Violetta Shishkina-Bonenkamp, who serves as CEO and one of the lead authors of the Startup News branch.
Mission and Purpose
Fe/male Switch Foundation was created to address the gender gap in the tech and entrepreneurship space. The platform aims to skill-up future female tech leaders and empower them to create resilient and innovative tech startups through what they call "gamepreneurship". By putting players in a virtual startup village where they must survive and thrive, the startup game allows women to test their entrepreneurial abilities without financial risk.
Key Features
The platform offers a unique blend of news, resources,learning, networking, and practical application within a supportive, female-focused environment:
- Skill Lab: Micro-modules covering essential startup skills
- Virtual Startup Building: Create or join startups and tackle real-world challenges
- AI Co-founder (PlayPal): Guides users through the startup process
- SANDBOX: A testing environment for idea validation before launch
- Wellness Integration: Virtual activities to balance work and self-care
- Marketplace: Buy or sell expert sessions and tutorials
Impact and Growth
Since its inception, Fe/male Switch has shown impressive growth:
- 5,000+ female entrepreneurs in the community
- 100+ startup tools built
- 5,000+ pieces of articles and news written
- 1,000 unique business ideas for women created
Partnerships
Fe/male Switch has formed strategic partnerships to enhance its offerings. In January 2022, it teamed up with global website builder Tilda to provide free access to website building tools and mentorship services for Fe/male Switch participants.
Recognition
Fe/male Switch has received media attention for its innovative approach to closing the gender gap in tech entrepreneurship. The platform has been featured in various publications highlighting its unique "play to learn and earn" model.
