%b Ziggu b% : How Ziggu's rebranding and market positioning helped them attract new audiences and scale with confidence

Ziggu is a Ghent-based SaaS platform that helps companies organise client communication, documents, decisions and updates within project and client management, all in one central place. Originally built for the construction industry, Ziggu wanted to expand into new sectors, but in a targeted way. They partnered with Unikoo to explore the market, sharpen their positioning and translate that positioning into a brand and marketing engine built for growth.

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THE CHALLENGE

Broad ambitions need a sharp target

Ziggu had alreadyproven its value in construction, and the platform could clearly help other sectors too. But "everyone" is not a target audience. As they set their sights on new markets, a few challenges stood in the way:

• Too many possible directions – Any supplier dealing with complex, bespoke projects could benefit from Ziggu, which made it hard to know where to focus first.
• No validated audience or message – Ziggu needed to know exactly which new audiences to pursue, and which brand identity and message would actually resonate with them.
• A brand that felt more "construction software" than SaaS – To attract new sectors, Ziggu needed a brand and tone of voice that felt human and approachable, not cold or purely functional.
• A small team, many freelancers – With freelancers regularly handling content and updates, staying consistently on-brand was a real challenge.

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THE SOLUTION

From a long list of markets to a validated brand and growth engine

Ziggu partnered with us to move from broad exploration to sharp focus, then translate that focus into a brand and a marketing engine built to convert it.

• Market & competitor research – A broad competitive analysis, including international players, combined with an online user and SEO analysis, revealed which audiences were asking the same questions as Ziggu's existing customers.
• In-depth interviews – Rather than relying on assumptions, we conducted interviews with each candidate audience, digging into their needs, current tools, gaps and willingness to pay. This narrowed the long list down to a clear, validated scope of new target audiences.
• A brand with a face – Ziggu gained a personality: Ziggy, a likeable, recognisable voice that keeps the brand human while adding a touch of humour and nostalgia, backed by a new tone of voice that's reliable but light-hearted.
• AI-powered visuals, at scale – AI-generated imagery made it possible to roll out the new look across the website and social channels quickly, without the cost of repeated photoshoots.
• A custom GPT for brand consistency – To help a small team stay on-brand across freelancers and channels, we built a custom GPT trained on Ziggu's branding, tone of voice and strategic guidelines.
• Full-funnel marketing – Dedicated campaigns and landing pages were built for each target audience, with LinkedIn and Reddit for top-of-funnel awareness, targeted content and whitepapers for mid-funnel nurture, and conversion optimisation at the bottom of the funnel, all backed by web and server-side tracking.

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THE RESULTS

A multi-channel engine that keeps improving, week after week

Since the rebrand and repositioning, Ziggu has seen a clear increase in both reach and conversions:

• Stronger paid performance – Meta consistently delivers qualified leads at a strong cost-per-acquisition, while Google Ads campaigns show an exceptionally high click-through rate.
• A cost-efficient new channel – Reddit proved to be an ultra cost-efficient awareness channel, opening the door to expansion into English-speaking markets.
• A brand that finally matches the ambition – Decision makers no longer see Ziggu as "construction software," but as a future-proof partner that simplifies complexity and builds trust.
• Consistency at scale – Thanks to the custom GPT and brand guidelines, every email, post and campaign stays on-brand, even with freelancers involved.
• A data-driven habit – A weekly rhythm of performance analysis means underperforming tactics get paused fast, and what works gets scaled.

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Conclusion

Today, Ziggu communicates what it always stood for: customer centricity in every fibre, now backed by a brand that feels warm, professional and human at once. Decision makers no longer see Ziggu as "construction software," but as a future-proof partner that simplifies complexity and builds trust, across every channel from the website and platform to LinkedIn and paid media.

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