Over the past five years, the company has evolved from a license reseller to a global software and cloud solutions provider that supports organizations through the digital evolution journey.
Rebranding will be incorporated in the 90 countries where the brand is currently present
SoftwareOne has just announced a new brand identity and market positioning that reflects the company's transformation over the past five years. During this time, SoftwareOne has evolved from a license reseller, to a global provider of software and cloud solutions that support organizations through the journey of digital evolution. To express this transformation, the rebranding will be incorporated in the 90 countries in which the brand is currently present, being managed in stages to ensure a strategic transition.
SoftwareOne has been expanding its portfolio of services through acquisitions of new companies, as well as its structure, which tripled in size with the hiring of more than 5,500 new employees. Today, the company offers a portfolio of technology and IP-based services, enabling companies to holistically develop and implement their business, technology and digital transformation strategies. Through application modernization, migration of critical workloads to public clouds, software management, innovation, security, governance and cloud computing. Its offerings are connected by PyraCloud, SoftwareOne's unique digital platform that provides consumers with data-driven, actionable intelligence.
According to SoftwareOne's Country Manager, Otavio Argenton, the company has followed changes in the market over the years. “We started in 1992 as a local company. Since then, we have expanded our focus, not only reselling licenses, but managing them as well. From 2001, we started selling managed services, in 2004 we were Microware and we bought SoftwarePipeline, a Swiss company, specialized in the entire licensing area. From then on, we officially created SoftwareOne and began to serve all international markets”, he recalls.
For Argenton, the rebranding seals SoftwareOne as a reference in offering services, which represents a significant % of the core business. “We are already recognized as a license reseller, so much so that, because we are multicloud, we have become the largest partners of Microsoft and AWS in Latin America. But, in recent years, we started to work very hard on selling our services, especially after the Comparex acquisition. Therefore, this is the ideal time to make the new brand positioning viable”, he says.
For the executive, the company's history of acquisitions is a strategy that reflects on the growth and consolidation of the business. “In 2020 alone, SoftwareOne purchased two companies, and in 2019, five. We have been growing through acquisitions and expanding our business beyond the European market over the years”, he comments.
The new brand will reflect the complete provider the company has become. “The way organizations buy and manage software has been changing for years, driven by the shift to the cloud and the everything-as-a-service model. Building on our strong licensing experience, we've created a holistic offering and an exceptional team of experts to serve our customers on all of their cloud journeys. In this sense, the rebranding reinforces exactly this purpose”, he explains.
People at the center of it all
The new branding features a black and white logo, in which the word “Software” is incorporated into the word “One”, emphasizing that SoftwareOne brings to its customers all the necessary global and local reach, business knowledge (software) and technological expertise. , in addition to insights through data, always reinforcing the importance of people at the center of everything.
According to SoftwareOne's Marketing Director in Brazil, Renata Mello, the company's name will not change, but the logo will, bringing even more evidence to the word “One”. In this context, Renata points out that a consultancy and analysis of the perception of the SoftwareOne brand in some markets was carried out, and based on this diagnosis, the rebranding strategy was developed. “The word “Software” is very strong, since we started out as a license reseller. However, over time, we understood that it is important to talk about software, but it is also essential to focus on services, bringing people to the center of this transformation. This is our positioning, thinking that people are unique, as well as each business. The word “One” emphasizes this discourse, bringing up the issue of humanization”, he explains.
Renata recalls that the process of choosing the new logo went through an internal committee, with the participation and voting of several executives. “We talk a lot about this storytelling, that is, the narrative we would like to convey to the market. The version we arrived at highlights exactly what we are: a means to help companies achieve their goal of digital evolution, participating in this process as a whole, together with our customers”.
global alignment
Renata comments on the complexity of carrying out a global rebranding, which lasted almost two years. “Each country has a different maturity, is focused on certain services and solutions. So, when there is a change at this level, it is an opportunity to equalize this message, strengthening the brand worldwide”, he opines.
For the executive, the challenge now is execution, with all regions changing this logo and positioning. “This movement is very strong and goes beyond an update on the website. Therefore, we train our entire commercial team and reinforce the tone of our campaigns and communication materials, reiterating our full support for customers, who are at the center of all the actions we do”.
Investment over the years
Renata points out that investing in rebranding has become crucial to achieving the company's audacious medium and long-term goals. “Building a brand does not happen in a month or a year. This is a years process and we have been working on this for a long time now, in our campaigns and events, such as OneTalks and OneExperience, for example, addressing the digital evolution and people at the center of everything. In this way, the more our brand becomes stronger, the faster we get the best results and it also helps us to attract the best talent”.
According to Renata, SoftwareOne has a series of initiatives in order to promote “the best work experience in people's lives” and consolidate itself as an employer brand. “For rebranding to be effective, it needs a change not just on paper, but one that reflects exactly what the company stands for. I can say that with the new logo, we are now really a mirror, and we can assertively show the market what we are”, he concludes.
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