After seven years in business, distributor Exeed has revealed a new logo and business plan designed to capture new resellers and show it is more than just an HP specialist.
The company has dropped the capital X from its name, added the words `we’re with you’ and included a coloured symbol. The symbol's colours shift from blue into reds and oranges to symbolise where the company is heading in the future.
The changes were made after it employed the Virtuoso Group consultancy in February 2009, to examine its values and perception among customers.
Exeed managing director Justin Tye says the consultancy’s market research found that people thought the distributor was part of HP, when in fact it is an independent, locally-owned company.
“Over the past seven years we’ve become a lot more than that [an HP distributor] and that’s what we wanted to help our customers understand. The research also showed there was a fair amount of people who didn’t know we existed or what Exeed did.”
The ultimate aim of the refreshed image is to attract more customers.
“This is about acquiring new resellers or helping existing resellers have a better understanding of what we do. If different vendors come to us as a result of that and say `hey, we like what you’re doing, would you like to take on our products’ we’d certainly look at it,” says Tye.
Read more in the next print edition of Reseller News.