case 1: Security Safe International
Security Safe sales had stalled and it wanted to attract larger, more profitable accounts. It was using its Web site as the primary lead generator, but with product prices listed, it looked like an e-commerce company which was a hindrance in attracting Fortune 500 companies. It needed to look bigger, more solid, to attract national clients.
After developing a comprehensive Brand Architecture, the company management agreed to:
- drop home safes from the product line to focus on the business-to-business market
- drop the price listings on its Web site so it didn’t look like an Internet company
- add the word "International" to its brand name to signify that it was not just a small local outfit and could handle large national projects
- develop a new logo and brand identity to project a high quality, capable company
- differentiate itself from competition by combining the three services it provided: consultative sales, installation, and a national service support net work of locksmiths. No competitor could make this claim.
- target and communicate their competitive advantage to national prospects
- detail the significant success stories and impressive credentials they have in serving government clients.
Measure of Success
Management believes based on these new branding strategies, it will be able to double its business within three years.