SMBs say they are toughened up and ready to face the future post-Covid-19, but the complexities of running a business in today's uncertain world are adding a new type of pressure.

Cath Keers, chief marketing officer of Sage, says, "It's tough being in business right now. Our refreshed brand is about how we show up for customers globally — removing complexity, delivering insights and building human connections for them, for our colleagues and within society."

"We've been a trusted brand for SMBs since Sage was a start-up 40 years ago, but the way we support them has changed and the refresh will enable us to reflect that consistently across all our markets," adds Keers.

The updated brand represents Sage's new purpose — to knock down barriers so everyone can thrive. The company says that this starts with its customers and a commitment to fuel SMB confidence by focusing on simplicity and insight — with a human touch to help business flow.

As a symbol of the changes that the refreshed brand represents, Sage has announced a series of experiences focused on delivering insights and smarter decision making to fuel confidence:

Sage Membership
Every Sage customer now gets automatic access to the benefits of Sage membership, starting with the member masterclass rolling out in May 2022.

The member masterclass offers human insights through talks and articles from the world's leading experts and trailblazers on the challenges that are most important for businesses today. This is created exclusively for Sage customers and partners and is available for a limited time to everyone.

Based on current challenges faced by SMBs globally, season one will tackle the competition for talent.

New digital network services
Sage will double down on its commitment to making business simpler through a range of new services in the digital network. This includes giving SMBs access to essential accounting and bookkeeping tools directly via their bank app or web browser.

Sage accounting and compliance as a service will launch in the United Kingdom in May.

New partnerships
Sage says that it will continue to invest in communities and create unique customer experiences that deliver on its purpose. These will also deliver business simplicity and faster, more accurate decision making to its customers.

As an official supporter of the 2023 Rugby World Cup, Sage — with partner Parthéna Consultants — will provide software to France 2023. Further partnerships will be announced in the coming months.

The brand says that it — and the values that drive Sage — will also come to life through its £10-million investment in NewcastleGateshead Quays. In 2024, Sage will launch a pioneering community-focused, state of the art arena (Sage Arena), exhibition and conference centre (Sage ICC). This is to showcase the best of the region to a global audience.

£300-million plus development will provide a £70-million annual boost to the local economy and create 2 000 jobs. Sage says that it will encourage local SMBs and Sage customers to contribute to the development and operation of the site and benefit from working spaces, priority access and promotional opportunities

Steve Hare, CEO of Sage, says, "The refreshed Sage brand reflects the simplicity, flow and confidence that Sage can give to customers through greater control and better insights so they're ready to adapt and thrive in an ever-changing world. It is based on real insights about our customers, our colleagues, partners and society."

"It is a symbol of what we stand for, the successes that have brought us here and a promise for the experiences we will deliver in the future as we build the trusted network for SMBs," Hare concludes.

The refresh includes a new:
  • brand architecture
  • visual and verbal identity, and
  • product portfolio migration strategy.
Sage says that its customers will experience the refreshed brand online and in products starting from Friday, 29 April with a full rollout expected to continue until the end of 2022. Out-of-Home and broadcast advertising will start in May.

For more information, visit www.sage.com. You can also follow Sage on Facebook, Twitter or on Instagram.