Mitel Rebrands and Relaunches

Mitel is going through some changes, as the company launches a new corporate brand. Having seen tremendous growth in the past year and a half, as well as an increased market presence and scope of offerings, it’s time for a change, and Mitel hopes its new brand will reflect its metamorphosis.

Following an active period of mergers, acquisitions, and integrations, Mitel is unifying everything under a single brand. Aastra, prairieFyre, Oasys, and other companies recently acquired by Mitel will see their names going away as they all become one with Mitel, bringing new strategies, opportunities, and even a new logo (a pair of interlocking triangles, one black and one light blue, acknowledging the previous Aastra logo). As CMO Martyn Etherington told a group of industry analysts last week, “Mitel will be moving forward as one company, and speak with one coherent voice.” He added that the new “brand promise” will illustrate that “We are business communications experts that power the success of every customer, every communication, every time.”

With the integration of the acquired companies, Mitel is going through a complete brand reposition. It’s changing from telephony to business communication, from PBX to SaaS/Cloud, and from hardware to software. On a more strategic level, the goal is to transition Mitel from being seen as a follower to a business innovator on a global scale, as well as increase brand awareness.

As part of the relaunch, Mitel is aiming to increase brand awareness with a new media strategy. It introduced a new tagline: “Powering Connections,” referring to powering voice, video, cloud, customer connections, and so on. In the following months, it will continue a media campaign to own, validate, and sell the new brand through advertising, proof points, and success stories in publications worldwide.

This does mean good news for Mitel, as it allows them to highlight the company’s complete product offering, including on-premises, cloud-based and hybrid offerings, as well as creating greater channel penetration. The relaunch and new internal alignment provides plentiful opportunities, although even with a new logo and new tagline, it may prove difficult to break free of its old reputation and raise awareness. In spite of these difficulties, Mitel executives are confident in the relaunch, so we can anticipate hearing much from Mitel in the near future.

For more information, visit www.mitel.com.