Visma brand hierarchy

Visma is a fast-growing enterprise with a multitude of products and services. To harness the Visma master brand strategy, we have established a couple of levels products and services can be empowered within.

The overall goal is to establish and strengthen the master brand while also allowing customisation of product identity, story and communication so that it is relevant and optimised for any specific market.

As a subset of our brand architecture, you find the brand hierarchy. It consists of four levels.

1. Most of our products are on the branded level. The long term goal is to also incorporate acquired products to the branded level. We have everything to gain by having a strong master brand with products and services that have strong personalities. The branded level governs this.

2. The endorsed level is there to cater for acquired products and services that have strong brand equity in a particular market, and that might lose this position if it becomes fully Visma branded. Endorsed products will keep its previous design language as part of the Visma design system.

3. A company in Visma is an intermediate solution until a decision has been made whether the company should be branded or endorsed.

4. Non-Visma branded. In a few cases, it has been decided not to promote the Visma brand at all. With Tripletex, for example, we know that customers choose this product because they do not want Visma.

Visma branded

Visma endorsed

A company in Visma

Non-Visma branded

Visma branded

A branded company or product is in the core family of Visma. Branded companies and products should comply with the Visma design language Nordic Cool and the design system, governing a cohesive customer journey while also allowing diversifying within the Visma design language.

The design system depicts how to use classic design components to orchestrate the identity and story related to each product and service. Design components that empower identity and story are flexible, while design components that create the backdrop to each story are stricter and more critical to follow. In this way, we establish cohesiveness in our design and ensure that our brand is easily recognisable.

Visma endorsed

In contrast to our branded products, the endorsed uses its already well-established design language. And as the design system illustrates, one only has to comply with using the endorsed logo together with Vismas brand font - PF Beau Sans.

This way, a lot of the personality of the endorsed brand is preserved, both for the benefit of internal brand loyalty but also the familiarity for the customers. This has been proven as a great way to maintain brand equity. In new markets, this becomes a particularly powerful approach to enter the market.

 

A company in Visma

We have developed a separate logo, "A company in Visma", to introduce the Visma brand to the market of a company and keep the recognition in that company's market. This logo should be used during the rebranding process when the existing profile/design guide of a company applies.

To be consistent in our marketing communication, companies should not use either the Visma logo, Visma design elements, Visma images or Visma templates etc. before they are fully integrated into Visma.

Non-Visma branded

There are some rare situations where we benefit from not branding a product as Visma. For example, in Norway and to some degree in Sweden, some customers actively choose not to buy a solution from Visma. Because we have such a strong market position in these markets, some customers tend to prefer a smaller provider and choose not to support the 'biggest player'.