Branding & Identity
Brand Strategy
A legacy industrial equipment manufacturer was entering direct-to-end-user and digital channels and needed a clear positioning and narrative.
Positioning, messaging, and narrative that define how you show up in the market.
They were known for reliability but not for innovation or ease of use; sales and marketing messages were fragmented across regions and channels. We ran stakeholder and customer interviews, competitive and segment analysis, and internal workshops to land a new positioning: “Engineered for the way you work.” We defined a narrative hierarchy (brand story, proof points, and product-level messages), persona-based messaging, and a simple decision framework for when to lead with reliability vs. innovation vs. support.
The strategy was adopted globally; sales enablement and campaign briefs now reference the same framework, and the first post-launch campaign saw a 15% lift in lead quality (measured by follow-up and conversion) compared to the prior quarter.
Key Outcomes
- ·Global adoption of single positioning and narrative framework
- ·15% lift in lead quality on first post-launch campaign
- ·Decision framework for reliability vs. innovation vs. support