Kinetics
Supporting Taiwanese Engineering & Manufacturing Brands in Expanding Overseas
Kinetics
Industry
What We Did
Brand Training, Brand Creation, Rebrand, Strategy Implementation, Employer Branding, Visual Identity, Logo Design, Content, Brand TrainingDescription
Project Background
Kinetics Technology Corporation is the best analyzer machine system integration company in Taiwan, which exclusively acts as the agent for high-quality analyzers and provides system design planning, professional maintenance and technical consulting services. In recent years, Kinetics has actively transformed from an agent of foreign products to a comprehensive monitoring solution provider. Based on their abundant experiences, Kinetics has been focusing on developing their own products, providing comprehensive monitoring system design and information processing integration services, which has won the recognition from many international clients. The next step of the company is to branch out to the global market and establish an international brand image.
The prior brand communication and sales patterns were too technical-oriented and the internal brand identity was not consistent. Kinetics also lacked the communication of the core brand value within the company and the branding experiences. The CEO of Kinetics then realized the importance of adjusting the brand strategy when expanding the company business, which can make old clients see the changes of Kinetics and attach to more new clients. The transformation can also increase the global brand visibility and company competitiveness and then drive the growth of revenues.
Solution
Brand Positioning and Strategy
Through internal and external interview and market analysis, Geber helped Kinetics to find the key driving force of its export of private brand. We also provided brand development strategy suggestions for Kinetics by identifying the weakness in the brand and addressing the challenges they were facing. Our team also assisted Kinetics to establish a “pioneer” and “creative” position in the market and formulated the core message of the brand to express its vision and values. Besides, we created the slogan “Analyze the Impossible” to differentiate Kinetics from its competitors. As for the brand identity, Geber design team optimized the logo of Kinetics and established a complete brand identity system. With the internal brand workshop organized by Geber, the employees of Kinetics can be the brand ambassador and promote the brand to strengthen international competitiveness.
Brand Identity Design
The former logo of Kinetics lacked brand features and strong impression compare to their competitors, therefore, Geber balanced the vision of the logo font and added some graphic elements on it. The green leaf fully conveys the “eco-friendly” concept of monitoring industry, and the rigid but soft font demonstrates the features of technology industry and the elastic attitude of Kinetics. We also used italics to represent their immediate and steady services. In terms of color, Geber implemented a bright one to show the young and creative characteristics, which aligns the future development of this industry. Besides, we established a complete brand identity system and application regulations and combined the new visual elements with the package of products or product manual. Those applications showcase the high recognition and consistency of the brand.
Internal Brand Training
Geber organized internal brand training for Kinetics, which helped the leadership, management, marketing, and sales team to know more about the importance of marketing. We established a “market-oriented” and “customer-centric”management mode to ensure the leadership of Kinetics can stay on top of basic marketing measures and fully support the brand management.
Internal Marketing Training
Digital marketing plays a vital role in the present industry trend. Apart from the basic knowledge of digital marketing, Kinetics has to know how to utilize different platforms to promote B2B brand. Training participants learned about the importance of digital marketing, the lasted marketing trends in the context of digital tools and carriers, and how to create marketing content that meets customers’ demands. Geber also gave some instructions of digital marketing strategy to Kinetics in the training workshop.
Results
Through Branding Taiwan program, Kinetics has successfully formed a unique company spirit and become a second to none analyzer system and solution provider around the globe. Kinetics also branched out to the global market by optimizing their brand position, identifying target audiences and strengths, building consensus within the company, and continuing managing the brand, which escalated the overseas revenue growth up to 40%. The successful case of Kinetics has become the paradigm for corporations in Taiwan.
Credits
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