Project 01 · AGS Technologies · 2022 - 2026
Brand Repositioning
From UAV equipment distributor to a brand known for integrated solutions and drone training.
Facebook views in 2025
New followers on Facebook
B2B leads a month
Channels, more than 20 pieces of content a month
Chapter 01
Brand challenge
In mid 2024 AGS Technologies changed the purpose of the business: from distributing drone hardware (DJI Enterprise) to delivering integrated UAV solutions and training end to end.
The old position, "the first company to supply drone products in Vietnam", no longer described what the company could do or where it was going.
My role
Brand recognition
The market knew AGS as a company that sells aircraft, and did not yet recognise the full extent of its UAV solutions and services.
Content system
Content was scattered and heavy on specifications, with no unified concept or brand message.
Potential customers
Most monthly leads came through the leadership's personal network; the brand's own channels were not yet generating the right Enterprise pipeline.
Chapter 02
Research & insight
Competitive map
| Criterion | Đất Hợp | Victory | The gap |
|---|---|---|---|
| Positioning | Drones for surveying, geodesy and smart agriculture | High-end industrial aircraft for infrastructure, geodesy and national security | Integrated solutions and training people |
| Strengths | Technical service alongside the customer, practical solution packages | Standing on state projects, equipment to demanding standards (CO/CQ) | Nobody owns the story of "the application and the people who operate it" |
Key learning
Customer insight
The B2B customer base is mostly state-owned enterprises, with long tender processes. Four barriers repeat across almost every deal.
Legal
VAT invoices, import paperwork, flight permit procedures
Cost
High investment, short equipment life, a new model every year
People
A shortage of people trained to operate drones
Process
A long buying cycle through tenders and tied to budgets
Insight
Chapter 03
Positioning & execution
Positioning and brand voice
Before
"The first company to supply drone products in Vietnam"
- Focus
- Equipment
- Value
- "First", an advantage of timing, easy to copy
After
"The pioneer in integrated solutions and Drone training in Vietnam"
- Focus
- Solutions and people
- Value
- An ecosystem that is hard to copy. Consulting → Deployment → Training → Maintenance
Tone of voice
| Criterion | Before | After |
|---|---|---|
| Role | Walking alongside the modernisation of Vietnamese agriculture and industry | The expert in automation solutions and digital infrastructure |
| Voice | A technology expert, approachable, understanding the farmer | Pioneering · Technology · Professional · Trustworthy |
Channel ecosystem
Channels mapped to the B2B customer journey, each with one role and one consistent message.
TikTok
Awareness
Recognition through content that is easy to watch and easy to grasp
Interest
Sustained brand presence, an emotional connection
YouTube
Consideration
Expertise, proof of technical capability
Trust
Credibility with partners and businesses
Zalo OA
Nurturing
Nurturing and looking after customers
Website
Conversion
The conversion point
Content system
Direction
by quarter
Pillar
content axis
Angle
the angle taken
Calendar
by month
pieces of content a month
channels running steadily
Trade-off
Solution: content tiered by audience
YouTube long-form
Content deep in the technical detail, right for specialists or technicians.
Reels · TikTok · Facebook
The same subject carried into the language of problems and benefits, right for decision makers or people who love technology.
Chapter 04
Brand impact
Facebook views in 2025
Followers on average across channels
Channels running steadily
B2B leads a month
Brand awareness
- LinkedIn and Zalo OA started from zero.
- 1,000+ impressions on LinkedIn and 100+ followers on Zalo OA in the first month.
Brand trust → revenue
- Leads from the webinars proactively got in touch for consultation.
- Already turned into revenue: equipment, Enterprise repairs, training courses, components.
What it means
The Làng Nủ disaster