The Texas-based company, which keeps expanding after last year’s $2.3 billion blockbuster acquisition of NIC, has rolled out what it calls a new “branding architecture.”
Simply put, that means new product portfolios and the elimination of previous individual product logos, Tyler said.
The new solution groups are: Public Administration, Health and Human Services, Courts and Public Safety, Schools, and Transformative Technology.
Tyler also published online FAQs directed at clients about the changes. One of the main issues it addressed there concerns URLs and small but important moves that its clients might have to make.
“Many URLs containing product names will change during this transition,” Tyler said. “This will happen in a variety of ways depending on the asset and underlying technology. In many cases, we will apply a redirect so the change to a new URL will go largely unnoticed. In other instances, the URL will change as part of a scheduled software development update; therefore, some URL changes may require clients to update bookmarks and saved links.”
The Tyler brand launched in 2009 and since then the company has developed and acquired more than 50 products. Tyler has since grown large enough that it needed a new way to organize and brand those products, according to the company.
“Our brand evolution is a necessary next step in Tyler’s growth to ensure we continue to build upon the strong brand awareness and equity we’ve enjoyed over the past decade,” said Samantha Crosby, chief marketing officer of Tyler, in a statement. “Clients and prospects can now more easily understand Tyler’s offerings, and our teams will be better equipped to explain Tyler’s full portfolio of solutions and the benefits they bring to each jurisdiction.”
Few things are quick and easy when it comes to branding changes, and Tyler provides an example of that. The company said it spent 18 months working with a brand strategy firm on the effort.
The process included “in-depth client interviews, qualitative and quantitative surveys, and competitive research about Tyler’s brand,” according to the statement. “Then, working with more than 200 representatives from across Tyler’s organization, the team created a common, organized and logical naming structure.”
As this branding revision takes off, Tyler continues to build off its NIC acquisition. In February, for instance, Tyler said it had bought New York-based US eDirect, whose technology helps public agencies manage campgrounds and recreation programs. In announcing the deal, Tyler said it would integrate eDirect’s technology into the NIC payments platform.
