HERITAGE CERAMICS
Achieving Global Recognition Through Rebranding
Problem:
Heritage Ceramics had an international presence, with offices in China and Australia, and was distributing to over 10 countries. They were looking to expand further, and sought to rebrand themselves to reflect its modern and established image to instil confidence in new prospects.
Solution:
Positioning the brand as a tile specialist was the key to the successful rebranding. Insights from the competitor and industry research showed that customers perceptions of tile manufacturers and wholesalers could not bring out the essence of what Heritage Ceramics actually provided.
Utilizing the brand values as the foundation the brand’s beliefs, we ensured that Heritage Ceramics could deliver the important purchase considerations factors of customers, through its messaging that gave assurance that Heritage was a partner that they could trust.
Results:
Heritage Ceramics received a lot more attention when they participated in the annual ceramic tile exhibition the year after rebranding. There was a 40% increase in overseas distributors interest that lead to expansion into two new overseas markets.
Category
Architecture, Brand Audit, Brand Guide, Brand Positioning, Brand Story & Messaging, Brand Workshops, Competitor Positioning, Content Strategy, Corporate Stationery, Customer Survey, Differentiation Strategy, Employee Perception Survey, Internal Brand Alignment, Logo Creation, Management Interviews, Messaging Comparison, Naming, Print & Packaging Design, Secondary Research