The company sold a variety of products to a few select industries. The problem was brand recognition. The client wanted to stand out amongst competitors and be recognized as an expert in a very competitive industry.
Any successful brand is focused and purposely driven. In order to create an identity that not only spoke to the right audience we needed to determine the following.
In order to make any recommendations or plans, you have dig for the facts as they relate to the current state. This includes but is certainly not limited to;
In short we had to look for the cues that were missed in day to day business. The hidden jewels that were overlooked due to focus on the ordinary. We found this jewel and implemented a plan to rebrand the firm by taking a strong position in a niche market.
The biggest challenge in any project is people. Identity, experience and insight are valued assets that when challenged can be come a hold back. Staff did not want to take the position of being a recognized leader in a new emerging market. They made their voice clear. In this case the CEO of the company was willing to take the necessary action to be reface his company and stand alone in the market place even though senior level executives did not agree.
We rebranded the company with the owner as a trademark taking a leadership position in an emerging market. This included;
The company blossomed, the owner became an icon and more distribution centers where / are now opened. Sales have grown significantly and the brand has become an industry name.