Name Change – and Nothing More?

Leading figures in the digital world are setting the example: adapting a company’s brand identity is often a demanding task. X, formerly Twitter, required significant time and effort to complete its name change successfully and to establish the brand sustainably. However, there are strong reasons to enhance core product features and introduce new functionalities under a new name.

In the world of digital learning, we also aimed to take a major step and adapt our Learning Management System (LMS). As a result, DSN port module learning now bears the new name DSN traincenter.

There are numerous reasons for the continued development of our product family, even though we are fully aware of the potential challenges such a step entails. The most significant change stems from the repositioning of our two main products. DSN port, with its various modules, offers an effective method to document and further develop the status quo in areas such as data protection, compliance, artificial intelligence, and, in future, information security. In contrast, DSN traincenter, the LMS, is designed to support coordinators in delivering learning content in a targeted way to their organisation’s employees.

The LMS is not only an ideal complement to DSN train, our eLearnings; it is also intended to be further developed in collaboration with future partners and already offers the ability to integrate organisation-specific content.

However, a name change also brings challenges and is by no means accomplished by simply purchasing a new domain. It is essential to understand the potential risks associated with domain changes. One of the LMS’s core functions is its synchronisation with a company’s Active Directory to enable automated processes. A simple redirection from the existing domain is not possible, which is why close coordination with the respective coordinators and administrators of the involved organisations is required.

Additionally, it is crucial to develop a representative logo that considers future services and ensures a clear distinction between products. The logo redesign goes hand in hand with a brand claim to sharpen the brand identity: “Managing digital learning smartly.”

Communication through the tool must also be adapted. Various exports from the tool are branded, and these brandings must be updated. Alongside the logo, the content should also be critically reviewed. When reminders, refreshers, or initial invitations are sent, emails are distributed to all training participants. Clear communication with coordinators is essential here to avoid misunderstandings and potential phishing concerns.

The name change from DSN port module learning to DSN traincenter is a strategic move that goes far beyond a simple rebranding. This adjustment supports the vision of comprehensive product development and expansion within our digital learning platform. Although this process involves challenges and risks, we are confident that the new brand identity offers our partners and clients a better and more effective solution. In an ever-evolving digital environment, adaptability and a clear brand position are crucial to remain successful in the future.

Note: This article refers to our previous piece on the topic. You can find it here: DSN port learning – The Evolution of the Classroom.