Xero evolves to fit a changing marketplace

A new tagline is the beginning of Xero’s evolution from a pure accounting software supplier to a more holistic small business platform, a move, it says, is vital in a changing market.

This week Xero announced a global brand update, introducing a new tagline ‘Beautiful business’, which was tested both internally and externally before launch.

Xero global marketing director, James Kyd, said the shift from beautiful accounting software to ‘Beautiful business’ was driven by the fact Xero has evolved from being a business accounting software, to a platform for small businesses.

“When we looked at what we are delivering, the tagline was almost becoming out-of-date. We looked at what’s happening in the market and the small business economy, and we’re seeing the power of really great cloud-based accounting software paired with a community, and what that can do for businesses,” Kyd told CMO.

“This can help small business become more frictionless and efficient in how they work, and help them get on with what they need to do to grow. We realised what we do is deliver something beyond software, so what ‘Beautiful business’ does is talks to business, and it’s a commitment that we can do more to support small businesses. It is congruent with our brand: where it’s been and where it’s going.”



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