Local tradition
connecting
global
ambition

Visma is a international organisation. Still our roots are deeply grounded in our local markets. Our strength is merging global insights with local knowledge.

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A strong Visma brand

Our brand architecture is an integral part of our brand strategy, as it directly impacts organic growth and therefore profitability. It also influences our merger and acquisition strategy — our ability to leverage a new acquisition or sell a subsidiary.

 

Our brand hierarchy

Our brand hierarchy gives us the structure for how different Visma companies align with and benefit from the Visma brand, at different levels. It gives us a pragmatic and entrepreneurial approach that mirrors our complex reality as being a hybrid of a branded house and a house of brands.

We are a fast-growing enterprise consisting of multiple companies. Our collective understanding of these guidelines helps us to target our company identity, story and communication for any specific market.

This is to ensure the smooth running of our organisation while allowing us to target the needs of specific customers. It maintains the balance between our parent brand, daughter brands and product brands, ensuring clarity and synergies between brands, products and services, and allowing flexibility for new products and services.

To maintain a cohesive brand experience, our brand hierarchy consists of 3 levels with supporting guidelines for each. For an even more complete explanation of the brand hierarchy, including examples, go to this slide presentation.

 

Branded

Visma Branded companies fully connected to the Visma brand and use the Visma company logo and the design language on all brand, marketing and communication material. Branded companies can also decide whether it is relevant for their market and segment to complement their branding with specific product brands to stand out in the competition with a flexible and unique visual expression to reach target groups. Doing this creates a strong synergy between the Visma parent brand and the products.

The branded level is recommended for strategic companies with products within Vismas’ core business that strengthen Visma’s positioning and external perceptions.

Visma Branded products and services also receive full access to the whole Visma Martech platform, UX and Design services.

Visma Branded companies wear the full Visma suit and are fully recognisable in the market as a Visma company.

 

Endorsed

Visma Endorsed branded companies are connected to the Visma brand through the endorsed company logo and the use of the Visma font in brand, marketing and communication material. Endorsed companies can use their own design language and product identity or choose to adapt these closer to Visma.

Endorsed companies can, like the branded companies, decide whether it is relevant for their market and segment to complement their branding with specific product brands to stand out in the competition with a flexible and unique visual expression to reach target groups.

The Endorsed level is recommended in a transition phase for companies operating in markets or segments where Visma is less known to create market assurance and to ensure mutual benefits of brand equity. This enables these companies to strengthen their brand’s position by being connected to the Visma parent brand, while at the same time staying recognisable within their current market.

Endorsed companies have access to most of the MarTech platform, but since they are using their own design language this means that these companies need to continue to maintain and develop their own design language through in-house resources and knowledge.

Unlike the Branded companies that wear the full Visma suit, Endorsed companies only wear the Visma hat and tie. They are not as recognisable in the market as a Visma company compared to the Branded companies.

 

Independent

 

  Visma Branded Visma Endorsed Independent Brand
Business Visma Logo Visma Endorsed Logo Company logo
Product

visma product name

- or -

Product name

visma product name

- or -

Product name

Product identity
Brand equity building Strongest way to build brand equity
Visma is the messenger
Builds brand equity to some extent
Endorsed company is the messenger
No/Limited brand equity building
Independent company is the messenger
Recommended Strategic companies/products within core business that strengthen Visma’s positioning and external perceptions In markets where “company brand” is more known in a transition period for mutual brand equity and market assurance Offerings outside Visma core to avoid brand diluting, or in situations where arm-lengths distance is needed for commercial or risk reduction reasons
Recognized as “Wearing full Visma suit” “Wearing a Visma hat or tie” “Can choose to wear a small Visma pin or button”
VISMA BRANDED
Business Visma Logo
Product

visma product name

- or -

Product name

Brand equity building Strongest way to build brand equity
Visma is the messenger
Recommended Strategic companies/products within core business that strengthen Visma’s positioning and external perceptions
Recognized as “Wearing full Visma suit”
VISMA ENDORSED
Business Visma Logo
Product

visma product name

- or -

Product name

Brand equity building Builds brand equity to some extent
Endorsed company is the messenger
Recommended In markets where “company brand” is more known in a transition period for mutual brand equity and market assurance
Recognized as “Wearing a Visma hat or tie”
INDEPENDENT BRAND
Business Company logo
Product Product identity
Brand equity building No/Limited brand equity building
Independent company is the messenger
Recommended Offerings outside Visma core to avoid brand diluting, or in situations where arm-lengths distance is needed for commercial or risk reduction reasons
Recognized as “Can choose to wear a small Visma pin or button”

 

 

Product brand for strategic cloud offerings

Both Visma Branded and Visma Endorsed companies have the opportunity to create strong product brands for their strategic cloud star offerings.

Product branding includes creating unique product identities with the purpose of standing out in the competition to attract customers and end-users in specific segments.

Unique product brands with a flexible visual expression and product logos drive sales enablement by efficiently communicating customer value to target groups.

Please note that using “Visma” in product names will require approval from the Board.

 

Naming of products and offerings

To make it easier to know what to take into consideration when naming companies and products as well as ensuring a scientific and strategic naming approach, we recommend to follow the guidelines and checklist in the Visma Naming Guidelines.

Recommendations for product names depend on size and range of the product as well as customer segment. Depending on these variables, the preferred name options are deviant, neologistic or associative. On a general basis we strive to avoid descriptive/generic product names in combination with the Visma name to support Visma’s large portfolio of products.