September 2021

Heinosoft becomes upMention: this is the strategy

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Nothing is permanent, only change. And every change is the beginning of another change! It feels incredibly crazy and just as awkward, but the time has come to welcome a new company name! So Heinosoft, thank you. You stood for everything that brought us to where we are today. From now on, our gate will be displayed: upMention.

And what about name recognition?

In recent years we have invested in increasing our brand awareness. From highway advertising to radio advertising and visibility in Google, we jumped at every opportunity to plant our flag. After all, our company exists because you subsequently decide to become a customer. And as soon as we were paralysed by the thought that things could be better (e.g. the company name), we decided not to delay our visibility. The lesson we learned: It's not about showing the perfect picture but showing the right picture to the right people. Then organic growth occurs.
We knew that Heinosoft as a company name was not sustainable in the long term. And that is why we have built the recognisability of our company through the slogan 'We know the secret of Google'. By pitching our slogan extensively, we can - despite changing our brand name - retain its recognisability. And frankly it has kind of taken on a life of its own as most of our potential customers are currently searching for this slogan and not our company name.

But, why the new company name?

First, we have to go back to the source. The name Heinosoft dates from 1999, was conceived by our founder Hein van Vlastuin and he made software at the time. (And yes, Microsoft was still cool, so it might as well be a bit similar, haha.)

Hein said goodbye in 2003 and as a brand-new family business we are specialized in optimizing websites for search engines. First it was around 2003/2004 in Ilse.nl and later it became Google. At the same time, we have become internationally active, and our customers are located worldwide. All that together has brought us to the new name: upMention. In short: to be mentioned more!

What was the process like?

Secretly, coming up with the name took quite some time, because the process consisted of three phases: (1) knowing that we need a new name, (2) trying to come up with a company name internally and finally (3) name maker Floris Hülsmann. Floris has developed a method that has helped us to see the wood for the trees again. More on that later, as a whitepaper is coming up about the whole process from Heinosoft to upMention and the lessons learned!

What else will change?

Not more than you are used to from us. We work with the same team, behind the same desks, with the same office chairs and with the same coffee machine at (international) top positions in Google!

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