Leading up to its 20th year in business, AutoDrill, a provider of production and custom drilling solutions, charted a vision and course for higher growth, implementing a series of technological and procedural improvements companywide. This fresh direction included a re-imagining of the AutoDrill brand.
To assist AutoDrill in achieving their objectives, it became clear that messaging, corporate identity, and driving visual brand assets were all in need of elevation. The Brand Leadership Solution® was designated for a brand transformation that was authentic and true to company roots and its legions of loyal customers, while showcasing it as a solutions provider well-qualified to compete on a global stage.
Early in the Brand Discovery process, an opportunity emerged to give the name and logo mark greater emotional meaning using the legacy brand colors to acknowledge a proud past while looking forward to a brighter future. The brand statement “Absolutely Dependable” was both authentic to the culture of the company, and a strong tie-in to the refined “AD” signature mark in the logo.
The full suite of Brand Leadership Solution® capabilities was utilized to achieve the all-encompassing brand objectives, including:
DISCOVER
DEFINE
DIFFERENTIATE
DEPLOY
Following the initial program rollout, customers and supply-chain partners commented favorably on the new brand position and messaging. Plans were developed to leverage the new communications assets in supporting new product introductions and expansion into new marketplaces.
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