Situation

NCR Voyix, a global leader in digital commerce solutions, was leaving behind the old-fashioned by breaking away from the “old” NCR brand and transitioning away from hardware to focus on software and services. Previously recognized for its traditional point-of-sale systems, NCR Voyix sought a redefined brand that would emphasize its innovative software solutions and services, aligning with its evolution as category leader in commerce for the retail and restaurant industries.

With a fresh new name, NCR Voyix entered a pivotal moment of transformation: shifting away from its hardware roots to a software and service-oriented enterprise. Such a dramatic transition required a significant brand overhaul to match — a clear brand identity and strategy that would effectively represent its new direction, unify its internal culture, and maintain its leadership in a rapidly-evolving market.

Solution

FRENZY’s approach to revitalizing the NCR Voyix brand involved deep expertise in several key areas.

Branding Process: A thorough analysis of NCR Voyix’s current market position and future aspirations directed the work that would define the NCR Voyix brand going forward.

Customer & Competitive Research: Competitive gap analysis and extensive research into the needs and expectations of target markets was pivotal in shaping a brand narrative that would resonate with both existing and potential customers.

B2B Tech Fluency: Leveraging years of experience in B2B technology branding and marketing, FRENZY crafted a narrative that positioned NCR Voyix as THE innovator and leader in the digital commerce space.

Rich Storytelling and Design: Led by the refined brand narrative, FRENZY developed a messaging map articulating NCR Voyix’s mission to lead the transformation of commerce through innovative technology and service. This was supported by a unified system of creative assets that enhanced brand consistency across platforms.

Results

Thanks to the rebranding initiative, NCR Voyix has seen substantial impact both internally and in the marketplace.

Clear Identity: The new branding clarified NCR Voyix’s market positioning as the category leader in digital commerce, making it easier for customers and employees to understand the company’s value proposition.

Unified & Motivated Culture: Strong internal branding created internal buy-in, fostering a unified and motivated company culture dedicated to driving the future of commerce.

Market Leadership: By positioning NCR Voyix as the category leader and innovator, FRENZY solidified its status in the market. This positioning was crucial in attracting and retaining customers looking for leadership and reliability.

Focused Marketing Strategy: Comprehensive brand strategy provided clear direction for future marketing initiatives, with a focus on maintaining dominance in the commerce category and leveraging the brand’s enhanced narrative to drive engagement and conversion.

Effective branding can transform a company’s market presence and internal culture. By marrying deep market insights with creative storytelling, FRENZY delivered a branding solution that resonated across all levels of the NCR Voyix enterprise. This not only reinforced its market leadership but also set the stage for future growth and innovation in the digital commerce arena.