Why Did We Rebrand From WebARX to Patchstack?
WebARXsecurity.com > Patchstack.com
The idea for a rebranding came to our radar at the beginning of 2020. We decided to deepen the focus on solving the biggest issue in modern website security – third-party code security.
Companies do rebrand only when it’s really needed. For us it wasn’t an easy decision, but as we grew we saw more and more reasons why it is the right moment and decision.
.....
Other problems we had with the brand
Just to make it clear, it was not just about the merger, new partners, new products, and the vision, there were many other problems with our old brand.
To name a few:
WebARXsecurity.com > Patchstack.com
The idea for a rebranding came to our radar at the beginning of 2020. We decided to deepen the focus on solving the biggest issue in modern website security – third-party code security.
Companies do rebrand only when it’s really needed. For us it wasn’t an easy decision, but as we grew we saw more and more reasons why it is the right moment and decision.
.....
Other problems we had with the brand
Just to make it clear, it was not just about the merger, new partners, new products, and the vision, there were many other problems with our old brand.
To name a few:
- People had trouble writing, spelling, and saying our old name WebARX. We always had to repeat it. It was often written in many different ways – webark, webarc, etc.
- Many capitalized our name incorrectly. There were multiple options – webARX, WebArx, WEBarx, and more. It’s just confusing for our customers, we don’t want that.
- Consistency in visuals was off. We used several colors, fonts, and visuals. It needed to be consistent.
- There were daily support emails from people asking our product basically for free. Yes, we agree, when we started out, we made some amazing deals, but today we have invested so much into improvements that it’s just not imaginable to offer such deals. We are not a charity after all.
- The name was “hard to get”. Obviously we had very deep meaning behind the name. Web as web, this is simple, but ARX is a Latin word meaning “citadel”. Other words for arx are stronghold or fortress. It’s the heart of a city typically on high ground, protecting the city. The city in our case was a website and arx the security system in its heart. Yes, very deep, we know.
