In this piece, Dmitry Doshaniy, CEO of 10ⁿ Tech, shares a behind-the-scenes reflection on what it actually takes to rebrand a B2B technology company.
On the second day of June 2026, my mailing script was about to send hundreds of email announcements with 10n Tech in ASCII instead of 10ⁿ Tech in Unicode.
I caught it on the test send. Fifteen percent of the recipients would have read a slightly different name from the one we are bringing to the market.
That moment captured the whole rebrand in miniature. A new identity is a choice. Every interface where it appears – slide decks, email signatures, contract templates, CRM custom fields, Notion pages, LinkedIn profiles, invoice headers, supplier portals – is a separate decision to make the choice visible. Miss the choice in one place and the brand drifts back to the form it had before.
We came out the other side as 10ⁿ Tech. Below is what the exercise taught me about the company I run. I am writing this down because most rebrand content I have read sounds like it was written by someone who has not actually been through one, especially when .
The rebrand was not a marketing project. It was an audit.
We started by listing the visible things: logo, website, email domain, signature, deck templates. The list grew. We ended up reviewing every employment contract, every supplier mailbox, every NDA, every recurring vendor invoice, every CRM field with the old company name in a dropdown, every Notion page authored before March. The audit took longer than the design work.
If you are tempted to lead with the visual identity, do not. Lead with the inventory. The inventory is the hard part. The visual identity is the easy part.
The new name described what we had become, not what we had always been.
The old identity was associated with one category of work: digital twin platforms, immersive applications, real-time 3D for buyers and operators. That category is still our largest commercial line. But over the last few years the company had quietly grown into two more.
One is enterprise IT for environments where downtime is not a marketing word: industrial sites, healthcare, logistics, government. Storage, networking, container data centres, secure backup. Work that does not photograph well but pays.
The other is applied AI. Not AI as a website tag. AI as a thing we build: sales coaching agents that listen to call recordings and generate per-rep development plans, analytics layers on top of CRM and ERP that surface decisions instead of dashboards, conversational interfaces for internal operations.
The rebrand was forced by the gap between what people thought we did and what we were actually doing. Naming the gap was the most valuable part of the exercise, well before the first logo round.
Half the customers I talk to do not read English first.
The announcement campaign ran in two languages. The English version went out to clients and partners across the GCC and Europe, then came other languages we converse with the customers.
The lesson is broader than language. In B2B technology, the person who decides is rarely the person whose language the original marketing was designed in. Building for English-first content and translating later is the cheapest, worst version of multilingual operations. Building parallel tracks costs more and respects the audience more.
The Unicode mark is a real cost. I paid it anyway.
10ⁿ Tech uses U+207F, the Unicode superscript n. Microsoft Word handles it. Outlook handles it. Telegram and Slack render it. Some legacy CRM custom field validators do not. We had to write fallback rules for filenames, system fields, and certain integrations. The mark stays because the mark is part of the meaning: 10ⁿ is a scaling motion, not just nice sounding characters..
The principle generalises. Operational simplicity has its own gravitational pull. Resisting it for things that actually matter is most of what brand discipline is.
You cannot communicate a rebrand without your sales team. You have to ship them new tools.
Email templates. CRM field defaults. Pricing sheets. Demo scripts. Proposal templates. Cold outreach assets. If the new identity does not show up in the places where the actual work happens, the rebrand exists on the website and nowhere else. Salespeople will default to whatever is in their CRM and their template library. So the rebrand has to land there first.
The hardest decisions were about what to stop doing.
A rebrand is permission to retire the work the company has outgrown. We retired more than we added. Service lines that did not fit any of the three categories went into the archive. The press release did not mention what we stopped doing. The internal Notion page did.
The customer replies validated the rebrand better than the planning had.
Replies came in over the following days. Some asked about a new immersive showroom build. Some asked about industrial storage for a Gulf site. Some asked about an AI pilot. The pattern of replies told us the three-pillar move was not a marketing exercise. It was a description of what the customer relationship had already become.
I did not write this article to teach you how to rebrand.
We do not run rebrands for other companies. We build digital twin platforms, enterprise infrastructure for industrial and regulated environments, and applied-AI systems for operations and sales. The rebrand was an internal project that taught me something useful about the kind of company we have become.
If you have an immersive, industrial-IT, or applied-AI problem that has been sitting on your roadmap for a while, that is the conversation I would rather be in.
Dmitry Doshaniy is the CEO of 10ⁿ Tech, a Dubai-based technology firm working across digital twins, enterprise IT, and applied AI for clients in the GCC, MENA, and beyond.
Reach out to 10ⁿ Tech
If any part of this sounds relatable, especially the gap between what your company has become and what your systems or customer experience currently support, we are open to a conversation. You can reach out to our team.
10ⁿ Tech works with clients across digital twins, enterprise IT, and applied AI, helping teams turn complex technical needs into practical, deployable solutions.
