Xero, the New Zealand-based technology company, has unveiled its new tagline, "Your Business Supercharged," as part of a global marketing campaign aimed at enhancing its commitment to small businesses and their advisors. This initiative reflects Xero's dedication to providing essential tools, insights, and connections that empower small enterprises to thrive in a competitive landscape.
Key Takeaways
Xero's new tagline is "Your Business Supercharged.
The campaign will roll out across multiple countries, including Australia, New Zealand, the UK, the US, South Africa, Canada, and Singapore.
The campaign features humorous advertisements showcasing the ease of using Xero's services.
New Tagline Reflects Commitment
The introduction of the tagline "Your Business Supercharged" marks the third evolution of Xero's brand promise. This change aims to better express the value the platform provides to its customers today and in the future. James Kyd, Xero's Executive General Manager of Brand and Marketing, stated that the platform is now more powerful, personalised, and automated than ever before.
Kyd emphasised that small business owners are best positioned to understand their needs, while accountants and bookkeepers play a crucial role in helping them achieve their goals. The new tagline encapsulates this relationship, highlighting Xero's role in providing an intuitive platform, actionable insights, and access to a community of experts.
Global Campaign Launch
To bring the tagline to life, Xero has partnered with brand consultancy Interbrand and production company Hooves, launching a series of advertisements that will be broadcast across various channels. The campaign aims to resonate with small business owners by showcasing how Xero's services can facilitate growth and success.
The first advertisement features business owners from diverse sectors experiencing the benefits of Xero's accounting features, illustrating how the platform can help them take their businesses to new heights. Another ad highlights a construction worker who expresses enthusiasm for Xero's software, demonstrating how it allows him to focus on expanding his business.
Research-Driven Development
The development of the new tagline involved extensive research and feedback from small businesses and their advisors. Insights Exchange, a market research firm, supported the project by conducting large-scale research across key geographies. This feedback was instrumental in ensuring that the new brand platform resonates with the needs and aspirations of Xero's customers.
Sam Ashken, Senior Strategy Director at Interbrand, noted that small business owners desire control and specific support for their operations. The insights gathered during the research phase confirmed that the new tagline effectively captures how Xero can help unlock growth and provide the freedom that small business owners seek.
Conclusion
Xero's new tagline and global campaign signify a renewed commitment to empowering small businesses. By providing the necessary tools and insights, Xero aims to support its customers in achieving their aspirations and navigating the challenges of the business landscape. As the campaign rolls out, it will be interesting to see how it resonates with small business owners across the globe.
Sources
Xero announces new tagline, "Your business supercharged" | Accounting Today, Accounting Today.
Xero unveils new tagline to supercharge commitment to customer growth | Marketing-Interactive, Marketing-Interactive.
Xero unveils new global campaign ‘Your business supercharged’ via Interbrand, Hooves + The Hub – Campaign Brief, Campaign Brief.
Xero doubles down on commitment to customers, unveils new tagline and campaign, Mumbrella.
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