SWsoft Re-Brand Marks New Direction
By Justin Lee, theWhir.com
September 8, 2006 — (WEB HOST INDUSTRY REVIEW) — Corporate branding can have a profound impact on a company’s market share and overall revenue. An enormous amount of work can go into the development of a brand, and the execution of its ideas.
So, when server automation and virtualization software provider SWsoft (swsoft.com) launched its new corporate and product brand identity last week, it was not so much a new beginning as a culmination of months of work at the company.
Last week, SWsoft unveiled its new branding effort, intended to more closely align the company’s products and growing core audience of enterprises and service providers.
The company launched a redesigned Web site, prominently displaying its new tagline, “Virtualization and Automation for the Real World,” which is intended to reflect the growing need to optimize IT infrastructure using virtualization technology as a means to enable automation. Both automation and virtualization are key elements of full hardware optimization, says SWsoft.
Serguei Beloussov, chairman and CEO of SWsoft, says the new branding illustrates the company’s commitment to delivering virtualization and automation solutions that offer maximum efficiency, breadth, integration and openness with real-world support, business models and partnering worldwide.
The re-launched Web site brings together all of the company’s products and solutions into a new, more cohesive design and strategy. All of SWsoft’s product offerings now fall under one master SWsoft brand identity for its main clientele in enterprises and service providers.
“Historically, the company has acquired several products such as Plesk,” says Beloussov. “Those products all have different brand names. We want to look like a more professional company that is united in a single product vision and single product and technology strategy.”
The company has experienced considerable growth with an array of products either acquired or developed in-house, including Virtuozzo, Plesk, HSPcomplete, PEM and Sitebuilder. The updated branding brings all those products under the umbrella of a complete suite of solutions for Web hosts.
Though it has just officially been launched, the branding has been in the works since the second quarter of 2005, created in partnership with San Jose, California based Liquid Agency.
“We actually waited [on re-branding] for a while because we wanted to change our Web site, our products and corporate style, and we wanted to do it not only in terms of graphical design, but also in terms of strategy,” says Beloussov. “Now we have an official platform to unite our products and artwork.”
SWsoft will also fully integrate its Virtuozzo Web site (virtuozzo.com) into the newly re-launched SWsoft Web site after a short transitional period. Beloussov says the integration of automation and virtualization service is a crucial factor in the IT industry today.
“I think that virtualization will revitalize the industry, and provides a huge opportunity for service providers,” says Beloussov. “All of the IT industry will be virtualized, which will make it very easy to outsource, which dramatically increases the size of the market for service providers.”
