Rebranding for Engineering Companies: From organizational transformation to growth strategy
In over 13 years of activity, we have worked with a series of companies with a technical profile, from those that only sell specific solutions to those that perform engineering at the highest level. During these years, we have developed our ability to understand the marketing and communication problems they face, but above all, we have created processes through which we have met their challenges.
The challenges of technical and engineering companies are generally divided into three categories, depending on the type of organization:
- Romanian companies that have invested very little in branding and communication until now.
- Romanian companies that have already gone through various branding processes and constantly run communication campaigns.
- Multinational companies with branches in Romania.
Regardless of the situation, we have observed that their major problems boil down to three main scenarios. Here is how we approach them
Challenge #1: "We are no longer relevant to clients and employees; we are losing business even though the market is growing."
Companies in the first two categories often face a huge challenge: how to become relevant again. We are talking about companies with excellent professionals, with an almost total focus on the quality of their work, but who almost completely ignore the brand. Board members often believe that value results exclusively from work and that “the truth will come to the surface anyway.”
The visual reality? They have a significant gap in the brand identity area. They have an outdated logo, complicated letterheads, and a simplistic, often neglected website.
At some point, the board notices that it is increasingly difficult to sell projects and convince clients. That it is harder to recruit—multinationals being much more attractive to young graduates, but also to experts with decades of work in the same firm.
Here, painful questions arise: What do we do? What is the opportunity cost? How much business have we already lost? How much extra have we spent on recruitment? f they were to conduct a brand valuation and see that this intangible asset is actually worth hundreds of thousands or millions of euros—money they are losing through untapped potential—they would panic.
Our solution: Transforming the organization
To transform an organization means to give it a new direction, to identify a common ambition, and to ensure you have the necessary values to achieve it. Broadly, we go through three stages:
- Brand Strategy: We start with research. We seek to understand the specifics of the field and the organization through interviews (for large clients, we have exceeded 50 interviews) and workshops with top management. We define the positioning: who we are, what we do, how we bring value, what the brand personality is, and how we want to be perceived.
- Visual Identity: Based on the strategy, we build the logo and communication layouts.
- Communication Channels: We transform the website and digital presence, keeping only what is truly relevant.
What does this look like in practice?
- Electromontaj: Experiencing a true rebirth. With the massive involvement of the HR department, Electromontaj is today the Romanian company that young people choose over multinationals.
- Ludan Engineering: Now has the visual and strategic foundation for global exposure.
- IESYS: A total commitment to managing every communication element with maximum attention.
- ISPCF: We discovered a very valuable team, hidden behind a lack of confidence in communication. Their transformation is bold, doubled by a spectacular evolution of the visual identity.
- KADRA: We increased the sense of belonging to the team and to a higher purpose.
- Hidroelectrica: Through a video project, we sought to amplify exactly this sense of belonging and mission.
