Empowering Small Business Owners to Seize the Opportunity
Vistaprint, the leading online provider of marketing products and services to small businesses, announced its new global brand platform ‘Own The Now’. The brand refresh reinforces Vistaprint´s dedication to empowering small businesses to look and feel professional across all their marketing. Own The Now is about small business owners having the look, the tools and the confidence to make the most of every moment – from first impressions to sealing the deal.
“In speaking with our customers and spending time understanding their specific pain points, we discovered a key customer tension,” says Arancha Muelas, Director of Global Brand Strategy at Vistaprint. “We found that many small business owners feel professional in terms of the products and services they deliver, but they’re unsure how to look credible across their marketing. Knowing that we can help small business owners address this ongoing challenge, our team began developing a way to better convey that message.”
Vistaprint continues to make significant enhancements to its product selection, quality and the customer experience, evolving from a business cards provider to an all-encompassing marketing solution. The brand positioning captures Vistaprint’s passion in empowering small businesses to seize opportunities, through access to marketing inspiration, education and assistance. Own The Now highlights Vistaprint’s ability to be a trusted partner of small business owners by offering them affordable access to exactly what they need to create a unique, cohesive, and truly professional look across their marketing.
“Being prepared, feeling plugged in and looking professional enables small business owners to walk out the door with confidence, keep up with the competition and stay ahead of the game,” says Kara Howard, Senior Vice President of Marketing at Vistaprint. “Vistaprint has the capabilities to help small business owners do just that. From business cards to menus and web design to promotional products, we are partnering with small business owners on the expertly designed, up-to-date custom marketing they need for any situation.”
Visually, Own The Now also signals a change for Vistaprint to a bolder look and feel. The lockup sums up the tone and premise of the brand platform and conveys its energy.
“Own the Now is a unified, action-oriented message that carries with it a whole lot of energy,” says Heather Deschenes, Vice President of Marketing at Vistaprint. “We see this brand platform as an anthem for all small business owners who want to make the most of every opportunity, both big and small. We’re so excited to showcase this brand in action, helping Vistaprint customers to truly own the now.”
The new brand platform, which has been developed in-house, is now live in customer communications across all locales. These include a TV ad that showcases a real customer moment and a video capturing the messaging and visual expression of Own The Now.
Notes to Editor
Key Elements of Updated Brand Platform:
- The color palette has been reduced to blue and black to convey a fresh, modern look and give more space for Vistaprint’s products and content to shine.
- Photography now focuses on elevating the products and leveraging real Vistaprint customers.
- The tone of voice works in conjunction with these new visual elements to position Vistaprint as genuine, inspiring, enabling and current.