How embracing the past inspired a rebrand for a manufacturer

CASE STUDY:

Manufacturing

Task Summary:

For decades, manufacturing was the backbone of America. Employing millions across the country, if you worked in manufacturing–you were hardworking, loyal, and proud. While manufacturing looks different now in the U.S., our client still stands strong as one of the oldest companies in the industry for over 120 years.

Even though their legacy is undeniable, their brand did not reflect it. By partnering with Boldthink, our client received a complete brand audit including competitive, communication, keyword/social media, and audience research. Plus, we delivered strategic brand positioning and messaging development for their new website and packaging. For the first time, they received brand advice to propel their company into the 21st century–while never losing sight of their roots. Our team at Boldthink was able to bring the new brand to life with packaging, web, and communications design.

Goals

Uncover industry and market trends that will affect the brand’s future trajectory
Understand the current players in the market and outline how to stand out from the pack
Build audience personas to enhance customer and employee experience
Develop a brand mission, archetype, voice/tone, and share marketing and creative recommendations
Formulate the go-to-market visual and digital strategy, including new product packaging and website to reflect the updated brand
Strategize a go-to-market strategy in emerging markets and countries
White-label program for product distributors

Approach

Partnered with company owners and key stakeholders to conduct an ideation workshop to examine the history, current challenges, and goals for the brand
Audited key competitors and client’s existing brand presence and communications
Comprehensive social media and keyword analytics study for client and top competitors to identify opportunities and estimated spend
Conducted surveys and interviews of both client and private label distributors
Composed essential brand messaging, including brand essence, values, and website content
Develop new packaging, product catalog, marketing CRM and website strategy

Services

Ideation session workshop
Market research
Competitive audit
Communications audit
Keyword, social media, and digital audit
Brand health assessment
Audience research design and persona development
Brand positioning and messaging development
Marketing recommendations
Packaging design and website advisory recommendations

Results

The client received their first-ever brand audit and strategy guide to inform all future brand and product decisions
Complete redesign of their website including messaging to reflect the new brand mission and 120-year manufacturing legacy
New packaging design across their entire product suite, including updated product photography
A robust, go-to-market strategy with objectives and marketing tactics outlined for 12 months
Distributor program with white label opportunities, new resources, and sales collateral