Building a Branded House in the Bearings Industry

DKY helped create and roll out a master brand to unite and elevate their expanded product line and engineering expertise for customers.

解决    |    品牌标识

解决标志

基本信息

After three companies in the industrial bearings market merged, DKY helped create and roll out a master brand to unite and elevate their expanded product line and engineering expertise for customers.

The bearings and transmission parts industry is a crowded space. As part of its long-term growth strategy, P.T. International (PTI) based in Charlotte, NC, acquired IPTCI Bearings in Minnesota, 以及科罗拉多州的LMS轴承公司, to break through the crowd and better serve customers.

在这个过程的早期, PTI brought in DKY as a brand marketing partner to help create a unified value proposition and brand strategy that would amplify the unique products and services of each company, and bridge a cohesive customer experience to differentiate 解决 from its competitors.

Today, PTI, IPTCI and LMS are united under a new service brand: 解决 Industrial Motion Group.

可交付成果

  • 品牌发展
  • 品牌识别及设计
  • 网站策略与设计
  • 抵押品的设计
  • 电子邮件营销
  • 社交媒体
  • 公共关系
Set of 3D renders of inter-looped bearings

过程

With PTI’s business plan as a starting point, DKY conducted a brand audit to understand the complete picture – products, messaging and digital footprints – of PTI, IPTCI, LMS and their primary competitor set.

Next, DKY facilitated a series of brand development sessions with key leadership from each entity. Based on these discussions, vital building blocks for the new, yet-to-be-named brand were identified. DKY then created a brand architecture model, and tested brand positioning options with select customers from each entity. Following this valuable feedback, a new brand strategy and positioning was declared. It was now time to name the brand.

命名一家新公司并不容易. 在这种情况下, the task required discovery of a unique name that was reflective of the brand promise and free of trademark entanglements – with an available, 容易记住的网址. Ultimately, the winner was: 解决 Industrial Motion Group (solveindustrial.com).

Next came the design effort to bring this new brand to life: the company logo, 品牌字体, 调色板, 视觉识别, 品牌标准. Since the 解决 brand would be new to the marketplace, it was important to visually link the three separate companies together under the new brand. An interim website was built to help accomplish this.

Essentially DKY helped transition the organization from a house of brands to a branded house. Over time, PTI, IPTCI and LMS will become known product brands in the 解决 family.

After months of back-end work and preparation, DKY collaborated with the 解决 leadership team on an internal and external rollout. First, a virtual presentation built awareness and energy among all staff members. 几天后, an external launch with targeted email communications to customers, distributors and other supply chain partners, along with a press release and social media engagement was pushed to the public and manufacturing industries.

目标

在这个过程的早期 the 解决 leadership team briefed DKY on its growth-by-acquisition business strategy to help the team identify key brand and marketing goals for the partnership:

  • Develop a new brand and go-to-market strategy to drive business goals
  • Design a master brand to unite three independent product brands
  • Establish a clear value proposition to differentiate 解决 from competitors
  • Launch the new 解决 brand with an integrated, multi-channel communications campaign
解决 home page custom banner examples

“DKY was instrumental determining the right long-term brand strategy for us. Not only did they provide insight into best practices, but they guided us through the decision process, 优先级和执行. DKY是解决的重要合作伙伴!”

迈克尔·米.，解决工业运动集团

解决 custom iconography examples

关键的外卖

最后, the collaborative and cordial partnership between the 解决 executive team and DKY members led to an energetic, 强大的新品牌. The thoughtful development strategy, with input from many constituents, ensured a smooth brand transformation. DKY was able to demonstrate its multi-disciplinary approach with subject matter experts who individually contributed to a greater, wholistic effort resulting in a successful market launch.

25%

Web traffic from paid search campaign

解决 home page custom banner examples

结果

DKY created and helped launch a new brand in the niche industrial bearings and power transmission components parts industry. 但这仅仅是个开始. DKY continues to work closely with the 解决 team to grow awareness of its brand, 产品线, 服务和人.

  • 品牌住宅策略
    3-to-1 – three independent bearings companies moved under one master brand.
  • 全新品牌形象
    22 logo designs presented over 9 months of development.
  • 新网站
    2,420 users visited the website 3,545 times in first four months.
  • 内部发布活动
    58 employees from PTI, IPTCI and LMS were first to learn about new brand.
  • 有针对性的邮件营销活动
    10,325 customers, distributors and supply chain partners introduced to 解决 IMG.
  • 媒体推广
    10 trade industry stories were secured and a press release distributed via PR Newswire.

 

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