Case History: Colonial

BRAND ISSUE: Like many companies supplying to industry, Colonial Tool labored with commodity purchasing to many customers. Colonial Tool wanted to build a stronger relationship driven solution with it's customers and benefit from moving away from the commodity mentality.

TASK: Analyze Colonial Tool and provide a competitive positioning strategy that relationships could be built on.

SOLUTION: Using the process, The Branding Experts established core brand values that clearly identified Colonial's basis for success. Identifying the true personality of the company and listening to stake-holder research, a unique visual strategy was established reflecting a responsive name direction. Colonial Tool Group changes to Colonial.

An industry first position was developed as Colonial's unique selling point - Lowest Cost Per Piece - Guaranteed! The USP solution is offered when Colonial's engineers, having worked with the customer, establish optimum work flow conditions to facilitate a cost per piece that will be guaranteed with a money back statement.

This intriguing guarantee positions Colonial as VERY confident in it's category. It speaks to Colonial's history and standing among it's peers. In an industry where cost tolerances leave little to no room for error, Colonial's stable offer is a titilating breath of fresh air. As a result of this positioning, Colonial have prospects identifying them as "The Guarantee People". Branding allows you you to define yourselves, rather than have your competition do it for you.

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Case History: Commerceworx

BRAND ISSUE: The shipping software developer wanted a brand that was more professional and complimented the superior software product they were putting up against a larger more experienced competitor in the American market.

TASK: Position Commerworx as a serious player, with a strong image AND positioning strategy to get the attention of large retail customers in the United States and Canada.

SOLUTION: Using our process, we developed a stronger visual brand that reflected their strong progressive personality. The name of the company was tweaked to give it a more exotic stance, (Commerceworks to Commerceworxs). Color opportunities provided us with a distinct palette to build on. Commerceworx's unique selling point was based on flat management, a mind blowing price AND a fee culture change where in the past the retailer and shipper shared in the expense. Commerceworx's offering took the cost away from the retailer and put all the expense in the hands of the shipper BUT at a lower cost than the shipper was paying with the competition. The result was an unheard of WIN, WIN, WIN positioning. Because the competition was so large it could not possibly charge that low a character fee simply because its over head and corporate structure complicated this drastic a culture change.