INDUSTRY: Design and manufacture of industrial polymer blending, chemical feed and bulk solids handling systems
LENGTH OF ENGAGEMENT: March 2015–September 2016
SCOPE OF WORK: Research, brand strategy, branding, positioning, corporation mission statement, corporate identity, marketing/sales presentation materials, trade show booth, corporate website
We set out to build a brand that would answer the question “Why should we pay more for VeloDyne products?” After being asked that question so many times that he lost count, VeloDyne President and CEO Paul Plache decided to take action by hiring Bianca e Nero to handle his company’s rebranding effort. Paul was willing to let the agency examine and challenge all aspects of the company’s sales and marketing approaches—from top to bottom, nothing was off-limits. It was that important to them that the industry understood what made VeloDyne products better.
The first thing we did was look at VeloDyne, its products and the way they do business.
Our goal was to determine what actually set VeloDyne apart. We also launched into a full-blown discovery process that included a close examination of the industry, the competition and VeloDyne’s position in the marketplace. What we discovered was that VeloDyne products are better. So why weren’t they flying out the door?
It turns out polymer blending is a relatively small, highly competitive world where systems are seen as commodity products and where decisions are often driven by price, not performance. Our solution had to set VeloDyne apart from this sameness and define why users should pay more to get a VeloDyne system in their plant.
While VeloDyne offers a patented blending system that is truly unique in the industry, we knew that wasn’t enough of a story to move the needle. Instead, we focused on the philosophy and culture within the company that led to systems that routinely outperformed the competition. We highlighted this through VeloDyne’s new mantra: A company driven to deliver the very best polymer blending and chemical feed systems, fueled by constantly asking, “What if?”
The campaign we developed takes this thinking and literally breaks it down to the very smallest pieces in VeloDyne’s products. We want the audience to understand that every piece of a VeloDyne system, even down to individual screws, is carefully considered to provide customers with optimal performance from the system itself and from whatever polymer they might choose to run through it. To reinforce this, we took an executional approach where every page of every deliverable, including the website, the digital brochure and the trade show banners, was treated as a stand-alone ad. This results in a unique approach that delivers a complete message every time no matter which page a person sees first.
The new company logo and identity, as well as the look and feel of all the materials, further serve to position VeloDyne as a leader in advanced blending systems and whose products deliver superior results that are worth the higher price.
In an industry where products like VeloDyne’s are seen as a commodity, VeoDyne’s new brand and campaign are serving to reverse that thinking. Even within the first couple of months of its introduction, the campaign is playing a major role in shifting the way systems are specified in proposals and plant designs. Customers are starting to understand how a superior product like VeloDyne’s can deliver a much lower cost of ownership that far outweighs saving some money on the initial equipment purchase.