Xerox Corp., a Norwalk, Conn.-based information and communications company and content management provider, has recently undergone a transformation in both its brand and logo to reflect and represent Xerox’s customer-centric focus.
Onnolee Boyce, national marketing manager at Xerox Canada, says Xerox has evolved from not only offering printing and copying services, but today to also offering software and services as well. She says the re-branding is meant to be more contemporary and less formal to reflect how Xerox connects with and works with its stakeholders.
“The new brand identity is not a transformation that we are trying to live up to,” Boyce said. “Instead, we’ve re-branded to reflect the company we’ve become over the last decade.”
Xerox recently unveiled its new logo, which is now a lowercase version of its name with a sphere-shaped image with criss-cross lines that intersect to form an “X” beside it. These criss-cross lines are reflective of the company’s connections to its customers and partners and also represents its leadership in innovation and the industry.
For the channel, Boyce says, resellers are expected to exercise the same customer-centric values that Xerox’s sales channels do. In Canada, Boyce says the SMB reseller space is one of the fastest growing of all categories. Xerox’s Canadian channel community includes distributors such as Ingram Micro, Synnex Canada and Tech Data Canada. In addition, Xerox works with SIs and also plans to expand its reach to include VARs in the government sectors this year too.
“The channel is an essential piece of our go to market strategy,” Boyce said. “We rely on our channel partners to keep us connected in key markets and geographies across the country. Because of our business, we tend to gravitate toward those VARs with a printing or document management specialty,” she adds.
Xerox offers plenty of support to its partners through various training and education programs that include customer satisfaction training, product and service knowledge, incentive programs, as well as Web and marketing resources.
“(These) programs are available to all of our partners so they can offer value to their customers above and beyond selling hardware, software and supplies,” Boyce said.
Up next for Xerox, Boyce says, is a worldwide focus this year on the SMB market space. Xerox will also place a strong focus on the colour and A4 markets this year as well. Lastly, in regards to new partner programs and incentives, Boyce says Xerox will be introducing new ones each quarter.
The transition of the new Xerox logo on its products, facilities, vehicles and marketing resources is expected to take about 18 months.