The technology solutions company for accounting, finance, human resources and payroll for small and medium-sized businesses renews its brand as a result of its own evolution and as a reflection of the changes in the needs of SMEs worldwide.
Small and medium-sized companies claim to be more prepared than ever to face the post-COVID future. But the complexities of run a business in today’s uncertain business ecosystem, they are adding a new burden. According to the latest Sage study, 49% of SMEs look for companies that offer services similar to those offered by the company, with the aim of simplifying their processes and having greater control over the business.
“The current business ecosystem is really complex. Therefore, the renewal of our brand aims to address how we present ourselves to customers around the world: eliminating complexity, offering information and creating more human connections for them, for our partners and for society. We have been a trusted brand for SMEs since Sage was a startup 40 years ago, but the way we support them has changed and this refresh will allow us to consistently reflect that across all of our markets.” says Cath Keers, Director of Marketing at Sage.
The Rebranding represents Sage’s new purpose: break down barriers so everyone can thrive. Something that starts with your customers and with a commitment to nurturing the confidence of SMEs, focusing on simplicity and knowledge, with a human touch, to help the business flow.
In line with the changes, Sage has announced a series of new servicesfocused on offering knowledge that contributes to faster and smarter decision-making, and that allows nurturing the trust of customers and partners:
- Sage Membership: anyone with a subscription to Sage software will automatically have access to all the benefits of Sage Membership, including Member Masterclass, an exclusive service that includes advice and opinions from world-class experts on topics related to business development. Sage Membership is the first step in Sage’s commitment to providing information with a human touch and will go live in May.
- New digital services: Sage will double down on its commitment to simplifying business through a series of new services, including giving SMEs access to basic accounting tools directly through their banking application or web browser. Sage Accounting and Compliance as a Service (ACaaS) will launch in the UK in May.
- New associations: Sage will continue to invest in communities and create unique customer experiences, bringing business simplicity and faster, more accurate decision making to its customers. Additionally, as the official sponsor of the 2023 Rugby World Cup, Sage, together with its partner Parthéna Consultants, will provide software to the event hosted in France.
The brand and values that drive Sage will also be brought to life through its €12 million investment in the Newcastle Gateshead Quays. This new space The Sage, due to open in 2024, including a state-of-the-art community-focused pioneering stadium (Sage Arena), and an exhibition and conference center (Sage ICC), showcasing the best of the region. The €360m-plus development will provide an £80m annual boost to the local economy and create 2,000 jobs. Sage’s work will focus on encouraging local SMEs and Sage clients to contribute to the development and operation of the center and benefit from workspaces, priority access and promotional opportunities.
“Sage’s new look reflects the simplicity, fluidity and confidence the company can provide customers, through greater control and insights, that enable small and midsize businesses to adapt and thrive in an ever-changing world. This renewal is based on real knowledge about our customers, our partners and associates, and society. It is a symbol of what we stand for, of the successes that have brought us here, and a promise of the experiences we will deliver in the future as we build a network of trust for SMEs.” concludes Steve Hare, CEO of Sage.
The changes proposed by the company include a new brand architecture, visual and verbal identity, and a product portfolio migration strategy. Sage customers will experience the rebranding online and in-product starting today, with the full rollout expected to continue through the end of the year. Outdoor and broadcast advertising will start from May.