Close-Up<\/strong><\/h3>\n\n\n\nWhen did you realise that the SOFTSWISS brand no longer fully reflected the company it had become? <\/strong><\/p>\n\n\n\nI think it started with a simple observation.<\/p>\n\n\n\n
Our previous positioning was introduced five years ago. In many industries, that wouldn\u2019t seem like a long time. In igaming, it\u2019s almost a different era. Over those years, both the market and SOFTSWISS have changed dramatically. Yet we were still presenting ourselves in much the same way. That\u2019s when I realised there was a growing gap between the company we had become and the way we were presenting ourselves to the market. The brand didn\u2019t need reinventing. It simply needed to catch up with the business.<\/p>\n\n\n\n
Vision<\/strong><\/h3>\n\n\n\nWhat surprised you most during the repositioning process?<\/strong><\/p>\n\n\n\nProbably, how much of it had nothing to do with the visual identity.<\/p>\n\n\n\n
When people hear the word repositioning<\/em>, they usually think about a new logo or visual identity. Of course, there was a lot of visible work: redesigning the website, updating product materials, presentations, and every touchpoint where people interact with the brand.<\/p>\n\n\n\nBut that\u2019s really just the tip of the iceberg. The repositioning itself took us around eight months. It involved research, conversations with clients, workshops across the company, and one recurring question: \u201cIf we\u2019ve come so far, why are we still presenting it the same way?\u201d<\/p>\n\n\n\n
What surprised me most happened at the very end.<\/strong><\/p>\n\n\n\nWhen we presented the new positioning and visual identity to our Executive Board, it was accepted unanimously, without a single comment or request to change anything. In all my years working in branding and marketing, I\u2019d never experienced that before.<\/p>\n\n\n\n
For me, that unanimous acceptance was the strongest validation we could have received. It told me we hadn\u2019t created a new story for SOFTSWISS. We had captured something that was already there \u2013 its character, its values, and the way people already saw it.<\/p>\n\n\n\n
That\u2019s when I knew we\u2019d found the right positioning.<\/p>\n\n\n\n
Business<\/strong><\/h3>\n\n\n\nMany people still associate branding with logos and visual identity. From a business perspective, what should a strong brand actually do?<\/strong><\/p>\n\n\n\nA strong brand should help people understand the value the business creates.<\/p>\n\n\n\n
Visual identity is important because it\u2019s usually the first thing people notice. But it only works if it reflects the business behind it.<\/p>\n\n\n\n
For us, the repositioning wasn\u2019t about changing how SOFTSWISS looks. It was about changing how clearly we communicate our role in our clients\u2019 success.<\/p>\n\n\n\n
A few years ago, it was enough to be known as a reliable technology provider. Today, operators expect much more. They want a partner who understands regulated markets, helps them navigate complexity, supports their growth, and stays with them for the long term.<\/p>\n\n\n\n
That\u2019s the shift our brand needed to communicate. That\u2019s the essence of our new positioning. We don\u2019t measure success only by the products we build, but by the growth we help create. Our ambition is shared with our clients, because when they succeed, SOFTSWISS succeeds too.<\/p>\n\n\n\n
Future<\/strong><\/h3>\n\n\n\nAs igaming continues to mature, how do you think expectations of technology brands will change over the next five years?<\/strong><\/p>\n\n\n\nI think the industry will become much less interested in what companies say about themselves and much more interested in what they can prove.<\/p>\n\n\n\n
Strong products and reliable technology will become the baseline. What will really differentiate companies is credibility.<\/p>\n\n\n\n
Can you demonstrate expertise? Do your clients trust you? Does your brand reflect the experience people actually have when they work with you?<\/p>\n\n\n\n
I also think brands will become less product-centric and more relationship-centric. Companies will increasingly be judged by the value they create, not simply by the features they offer.<\/p>\n\n\n\n
The strongest brands won\u2019t necessarily be the loudest. They\u2019ll be the ones who understand their customers best, anticipate where the market is heading, and create value that helps their clients grow.<\/p>\n\n\n\n
One thing to remember<\/strong><\/h3>\n\n\n\nBeyond the new visual identity, what do you hope people see when they take a closer look at SOFTSWISS today?<\/strong><\/p>\n\n\n\nI hope they see a company that has grown together with its clients.<\/p>\n\n\n\n
A company that combines technology, expertise, and services to help operators grow with confidence.<\/p>\n\n\n\n
For me, the new visual identity is simply the expression of that evolution.<\/p>\n\n\n\n
If there\u2019s one thing I\u2019d like people to remember, it\u2019s this: We\u2019re not changing who we are. We\u2019re showing who we\u2019ve become.<\/p>\n","protected":false},"excerpt":{"rendered":"
Valentina Bagniya, CMO and marketing consultant, discusses SOFTSWISS brand\u2019s evolution and repositioning, as well as the evolving expectations of igaming technology partners.<\/p>\n","protected":false},"author":176,"featured_media":30634,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"is_press_release":false,"is_interview":true,"is_opinion":false,"focusai_summary":"Valentina Bagniya, CMO of SOFTSWISS, discusses the company's brand evolution and repositioning, highlighting the shift from a technology provider to a strategic partner. The repositioning emphasizes understanding regulated markets, supporting client growth, and fostering long-term relationships, reflecting the evolving expectations of iGaming operators.","focusai_entities":"SOFTSWISS, Valentina Bagniya","focusai_location":"","focusai_target_profile":"ceo_executive (0.9), operator_casino (0.9), product_ux (0.7), tech_data (0.7), marketing_crm (1.0), investor_analyst (0.9), supplier_vendor (1.0), journalist_researcher (0.8)","focusai_suggestions":[{"label":"SOFTSWISS Repositioning ROI?","query":"What quantifiable metrics or KPIs is SOFTSWISS employing to measure the return on investment (ROI) of this extensive brand repositioning initiative, particularly concerning client acquisition, retention, and average contract value (ACV) in regulated markets?"},{"label":"Future Partner Expectations?","query":"Beyond 'credibility,' how does SOFTSWISS anticipate the specific operational and technological demands of iGaming operators will evolve over the next 3-5 years, and how will their product roadmap align with these projected shifts?"}],"footnotes":""},"categories":[60616,60301],"tags":[2279],"class_list":["post-30623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emea","category-interviews","tag-softswiss"],"_links":{"self":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts\/30623","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/users\/176"}],"replies":[{"embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/comments?post=30623"}],"version-history":[{"count":2,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts\/30623\/revisions"}],"predecessor-version":[{"id":30644,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts\/30623\/revisions\/30644"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/media\/30634"}],"wp:attachment":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/media?parent=30623"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/categories?post=30623"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/tags?post=30623"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}