BACKGROUND / CHALLENGE:
SolarWinds Inc. is an American company that develops software for businesses to help manage their networks, systems, and information technology infrastructure. In August 2020, SolarWinds made plans to spin-out its sister company Solar Winds MSP. The rationale for the spinout of Solar Winds MSP was that it would allow both the parent and the spin-off to focus on their respective business models more effectively.
SolarWinds MSP empowers managed services providers (MSPs) to help small and medium enterprises navigate the digital evolution. With the company’s flexible technology platform and powerful integrations, it makes it easy for MSPs to monitor, manage, and protect their end customer systems, data, and networks.
Rebranding the MSP business would enable the firm to focus on delivering success to its more than 25,000 MSP customers, drive growth both organically and by acquisition, while being freed from SolarWinds’ overall profit targets on Wall Street.
WANT was retained by SolarWinds MSP marketing leadership team to create the new brand strategy and name. Working with a small, close-knit client team including CEO John Pagliuca, we were able to complete the re-branding in less than 50 days.
The brand positioning ‘Forward together’ underscores how the firm sees the world through the eyes of its partners – a world of managed service providers (MSPs) who remotely manage IT services, to keep their SME customers’ businesses secure, productive and profitable.
Forward Together also acknowledges the notion of reciprocity – the success of its MSPs is its success too.
The name N-Able was selected after a multi-week effort exploring a wide variety of options. The final candidate was chosen for its ability to underscore the idea of help and assistance these SaaS solutions provide for its customers – the more that 25,000 MSPs.
The brand refresh has been widely received and N-Able went public in July 2021. The firm’s revenues have grown to $300M. In addition, N-able is seeing strong demand for its wide array of solutions in the wake of the Kaseya ransomware attack that compromised about 60 MSPs and 1,500 end users.