RDW Creative

Case Study

Creating added value for SUNPOR Kunstoff GmbH
through re-positioning

Sunpor re-brand screenshot of video.

Every business has a brand positioning whether by default or by design. Logos and taglines alone don’t do the job because badges in themselves don’t mean anything and are easy to emulate. On the other hand, having a distinctive brand positioning within your market makes a real difference to business performance. And, investing in a strategic solution, ensures that it will be long term and difficult for competitors to copy.

Why do you need a strategic brand positioning?

  • Being different. You can’t just be the same as your competitors if you want to maximise your market share.
  • Being relevant. It doesn’t matter how unique a brand is. The features that distinguish you from the competitors need to be important to your customers.
  • Being consistent. You won’t gain a positive reputation if you keep changing what you stand for, how you behave and how you look.
  • Being credible. Everything you say about your company needs to be believable and supported in all aspects of your corporate behaviour.

 

Creating a strategic new brand positioning for Sunpor

Brand-based positioning requires keen organisational self-awareness. If an organisation is 100% confident of what it is and what it needs to be to succeed, it will be able to provide tight marketing communications briefs (messaging, typography, colour palette and tone of voice requirements) for the development of brand focused communications work.

However, in our experience, many organisations lack the necessary objectivity and shared values for a brand strategy. So, decision-making on marketing communications can only be subjective, personal and tactical.

Operating in a highly competitive commodity plastics sector and, for historical ownership reasons, sharing an identity with an unconnected Nordic business, Austrian-based Sunpor, one of the world’s leading expanded polystyrene manufacturers, recognised that its existing identity and positioning did not reflect the progressive nature of its operations.

The business therefore undertook an identity discovery process mentored by RDW as the basis for developing a new powerful brand strategy. This allowed the business to completely re-position itself in the market with a distinctive new look and a clear understanding of how to express the Sunpor brand through all aspects of its behaviour and communications.

The result

A fresh, re-energised organisation with an identity that better reflects what the company off ers its stakeholders; and a new level of respect both inside and outside the business. It makes it easier for Sunpor to recruit and retain employees; gives investors more confi dence in the business; helps to win and retain customers; and allows Sunpor to charge a premium in a market dominated by commodity lookalike products.

Sunpor marketing materials including guidelines, website, exhibition and giveaways.
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Global Exhibition Design

Design of showpiece international biotech exhibition stand for FUJIFILM Diosynth Biotechnology

DIGITAL

Website Design & Build, Social Media, Video & Animation, Content Marketing

Sitting neatly between the world of specialists wanting to over-engineer unaffordable solutions for you that are far more sophisticated than you need and the DIY platforms that may be cheap but in practice just offer you blank pages to fill yourself, RDW are able to harness the digital tools and provide the support that will add real value to your internal and external digital marketing at a realistic cost.

From inexpensive initial web development packages or short low cost videos/animations for new businesses up to sophisticated world-class online marketing platforms taking advantage of state-of-the art technologies; social media strategies and support services; pay per click campaigns (PPC); search engine optimisation (SEO) and text/SMS marketing.

DISPLAY

Exhibitions, Point of Sale, Packaging

At RDW we are specialists in combining innovative design work with large format digital print to produce unique and cost-effective display materials.  Large format digital print has the major advantage of giving you complete flexibility over choice of materials and production quantities. There are no minimum print run constraints and everything can be personalised to suit your exact budget and requirements. So, whether it’s a single roll-up banner, the fascia sign for your building, some innovative product packaging or a spectacular stand for an international exhibition, our design solutions will give you that extra impact you are looking for at the budget you can afford.

BRANDING

Brand strategies, Identity development, Corporate Culture, Reputation Management

All organisations have an identity, whether they choose to manage it or not. But some organisations literally go around in circles undermining their products and services on a daily basis through the inconsistent way they communicate to the outside world or by the way their employees choose to behave.  Our role is to help you to understand your brand and carefully nurture and manage it both internally and externally.

With many years of branding experience, whether it’s researching your market; developing your internal culture; generating business or product names or designing corporate identities, we have the knowledge and all of the requisite skills to develop your brand and harness its potential to help your organisation to thrive and grow.    

Our brand development services include: name generation; logo and visual identity design; brand strategy and positioning; employee cultural development and SHE programmes; design toolkits and tone of voice guidelines.

PRINT

Leaflets, Brochures, Direct Mail, Newsletters & Reports, Advertising, Branded merchandise.

With over 30 years of experience of producing impactful materials for our clients, from a simple A5 flyers and novelty keyrings up to a 200-page, full colour, technical brochures our complete in-house print team, includes not just designers but also marketing experts, copywriters, print buyers and even our own in-house photographer. 

So, we can not only make any brochure, catalogue, sales flyer, direct mail piece, newsletter, annual report, piece of branded merchandise, outstanding; we’ll do it effortlessly and cost effectively for you.

Marketing & Communications Agency Teesside | RDW Creative
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