Xero's new tagline: 'Your business supercharged'

Small-business ERP provider Xero announced a new tagline, "Your business supercharged," which it says indicated its commitment to providing small businesses and their advisors with the tools, insights, and connections they need to thrive. 

To promote this new tagline, Xero will be launching a new marketing campaign featuring a series of ads that will begin rolling out across Australia, New Zealand, the U.K., the U.S., South Africa, Canada, and Singapore.

"Our platform is more powerful, personalized and automated than ever before and 'Your business supercharged' synthesizes the overall benefit our customers have come to know and expect," said James Kyd, executive general manager of brand and marketing at Xero, in a statement. "Small-business owners know what's best for their business, and accountants and bookkeepers play a pivotal role in helping realize these aspirations. 'Your business supercharged' reflects this while also acknowledging the role Xero plays — by providing an intuitive platform, actionable insights, and access to an expert community."

Xero partnered with brand consultancy Interbrand, leveraging their network across London, New York and Sydney to build a truly global positioning. Market research firm Insights Exchange supported the project through the delivery of large-scale research across key geographies.

"Small-business owners crave control, and they want to feel that they have the specific support they need for their business. Accountants and bookkeepers want to help their clients grow. These insights are true around the world, for current and potential Xero customers alike. We are delighted to have collaborated with the Xero team around the world to develop their new global brand platform and are excited to see what's next," said Sam Ashken, senior strategy director at Interbrand, in a statement.

The new tagline comes a few months after Xero announced the winners of its Beautiful Business Fund, which itself came about a month after the company announced its purchase of reporting and analytics platform Syft.