White Label Success: Leveraging Custom Solutions for Channel Growth

Ideal Software Solutions for White Labelling

White labelling suits software solutions that are being resold through the channel, especially where channel providers bundle multiple services to add value to their proposition. White labelling enables a combination of solutions from multiple vendors to be presented as a single service. White labelling is also useful where one provider has multiple channels, so branding can be used to differentiate across the channels (e.g. retail vs. wholesale).

Tollring has delivered the choice of Tollring branded or white labelled solutions for partners since 2004. We work with partners to identify the best option for them, that will meet their strategic objectives. Full white labelling requires more work for the partner, so the resources required to create supporting sales and marketing documentation and integrate via API needs to be considered in the decision.

Some partners prefer to white label their overall solution but keep branded product names for individual services within the solution. This enables them to leverage vendors’ brand names as well as accompanying resources, whilst promoting their branded product as the overall solution. This is the least resource-intensive option which enables a partner to benefit from building their own branded solution, but also benefit from the promotion of seamlessly provisioned brand names within the offering.

Key Features of a Good White Label Solution

A good white label solution should go beyond logos and colours. It involves ensuring the channel provider can deliver a complete package of services integrated across their entire portfolio, with supporting documentation and resources available in that same brand.

A solid API framework is critical for the integration of a white-labelled service into the portfolio, for easy provisioning and customer management.  Multi-tiered branding options are sometimes required for onward sale through a partners’ own channels. A demo system should also be available either unbranded or in the white label brand, and applications should have consistency in URL domain for a seamless experience.

A vendor like Tollring creates extensive product, sales and marketing resources and where possible these are created unbranded to enable quick adoption in a white-labelled offering.

It’s important to note there are two sides of a white-label service – what customers see and what the internal team sees. Software vendors that can deliver white label solutions need to ensure branding flows across everything, from provisioning through to system notifications, product support and sales resources.

Channel partners need to weigh up the cost of the whole solution and all the elements within being white labelled, versus the lower resource and cost option of their own white labelled offering with product brands within. Tollring offers the choice to meet varying demand.

The Importance of White Labelling in the Channel

White labelling enables the channel to build value and consistency in their brand as well as differentiating their services in a competitive marketplace. White labelling can be used to differentiate offerings within their various routes to market.

Multiple Tollring partners with both retail and wholesale routes to market choose to leverage the Tollring brand in their wholesale division and sell their own white-labelled brand in their retail division. This approach uses white labelling to minimize channel conflict and increase differentiation across their offerings.

Building on a White Label Solution

Resellers and MSPs can build on a white label solution by delivering a service wrap around their solution. This could include support services, training for end users and sales training for account managers. We all know that it is much more cost-effective to sell to the existing base than to gain new customers, so adding more value through services is a good way to upsell and build on the white label solution.