Transformation sees Mitel unveil new branding

Transformation sees Mitel unveil new branding

Mitel has announced that it has unveiled a new corporate brand as part of its latest transformation strategy.

The last 18 months has seen Mitel double in size, which has helped to broaden its presence in the market and offer a wider range of products for customers.

The company claims the new branding offers customers a better reflection of the firm, with the move following a spate of mergers and acquisitions, including the integration of four companies in just over a year.

However, all of those moves have now resulted in the company unifying under a single Mitel brand, which will now be promoted to the wider global market.

Rich McBee, president and chief executive officer of Mitel, said: "This combination enables us to address the needs of all kinds of customers, from the smallest to the largest organisations. The new Mitel is a company on the move, and the rebranding is another major milestone on our journey."

The new branding was developed after a number of close consultations with customers, partners, and employees. As well as the new visual aspect of the company's identity, there is also a reinforced commitment to help customers succeed.

Terry Matthews, Mitel chairman and company co-founder, also told the site: "Capitalising on industry change, innovation, and emerging opportunities have been at the root of success for Mitel throughout our history. The heritage of our past and the opportunities of our future are embodied in the endurance of our name – Mitel."

According to Mitel's chief marketing officer, Martyn Etherington, the development also hinged on extensive research into the brand and market, as well as the opinions of customers.

He said: "They (customers) communicated, loud and clear, that their success depends on making connections. And they demand choice and flexibility to take advantage of constantly evolving technology."