As a part of the international launch of the brand, we would like to introduce you to Tania Amar, Global Marketing Vice President at Magic Software Enterprises. Tania, who was our partner during the rebranding process, would like to share with us her five C's to successful branding.
• Clarity - There is so much jargon and over sophistication used in corporate communication, especially in IT, that branding should be seen as an opportunity to build clarity and focus. • Credibility - The best way to prove that you stand behind your brand promise is toshow how you have done it for others. Together with building your brand promise, you will gather customer success stories. Your customer history and the consistency in which you deal with their challenges are the proofs that build your credibility. • Context - The timing you choose for launching your new brand is critical. Make sure to link the company rebranding to significant events happening in your market or at the company level. These key events will allow you to connect your rebranding to a broader context that will resonate within your customer community, and not only relating to your own private story. This also means that as a living and breathing entity, the brand has to evolve as new needs arise and as the context in which you operate changes. • Compelling - Step away from what everyone is expecting you to say, try to be edgy and unexpected. This is not just about spicing up your messaging. It is about looking at emerging needs from a new perspective and delivering a message that comes from that fresh and smarter approach. • Consistent - A careful and precise execution of the brand is the key to its success. The brand messages and promise need to be aligned with the company’s core values, and synchronized internally with employees and externally with business partners. It was with these principles in mind, as well as accumulated experience of similar exercises in different technology companies, that we led Magic’s rebranding effort. We simplified the way we present our product portfolio (brand architecture) and the connection between our products and Magic’s corporate brand. Our family of products is named after our main registered brand name, Magic, with Magic xpa Application Platform and Magic xpi Integration Platform as part of the Magic technology umbrella. Our promise to help our customers ‘outperform the future’ is supported by hundreds of success stories from around the world, featured on our web site, demonstrating that our customers have been loyal to Magic’s technology throughout the years because it offers them the ideal path to keep pace with ever-changing IT trends. The launch date of our new branding was not picked randomly. It was very carefully chosen and planned to synchronize with the introduction of our new platform for enterprise mobility for iOS and Android, which is expected to create a real shift in our business and certainly a revolution for our customers and partners. The choice of our dynamic logo, which changes shape just as our market evolves, is a daring and edgy decision, and certainly not one expected from such a long-term veteran of the enterprise software industry. This logo symbolizes the flexibility, versatility and adaptability of our platforms and the freshness of our technology approach - even after 30 years of existence.
The author of this post is Tania Amar, Global Marketing Vice President at Magic Software Enterprises. Prior to Magic, Tania was Vice President for Marketing and Business Development at Jerusalem Venture Partners, the leading venture capital firm in Israel. Prior to JVP, Tania was the Director of Global Marketing for NICE Systems (Nasdaq : NICE) where she led the Company’s rebranding in 2004. Tania also worked as Corporate Public Relations Director for Comverse Network Systems (Nasdaq : CMVT) where she was part of the rebranding team.