Manufacturer of precision weighing utensils, CI Precision, needed to combine its sister arms in time for its entrance into new markets
Who or what are you?
CI Precision is a privately owned manufacturer of precision weighing instruments and systems for use in quality assurance and research equipment.
What was the problem?
CI Electronics and CI Systems, Wiltshire-based sister companies, were consolidated under one name, ‘CI Precision’, and needed a new brand identity to strengthen the organisation’s market position. The timing of the rebrand was pivotal in CI Precision’s strategy for growth, especially in emerging international markets. Its focus was on establishing and implementing a positioning strategy and communications plan to provide global customers and agents with unprecedented support.
What was the ‘big idea’?
Uniting CI Electronics and CI Systems under one new brand identity provided an opportunity to gain greater awareness in the marketplace against the large global corporate competition. The new name epitomises a core value of precision.
Together with the newly defined strapline of ‘Creative. Intelligence’ this embodies the firm’s personality and ethos. This strategy was part of a wider exercise to extend how it grows its core and emerging markets, provide enhanced marketing and sales support to its existing and potential agents abroad.
When and how?
The name change to CI Precision followed a strategic workshop led by the team at branding agency RT Media. Insights gained with the agency’s proven process established a range of name options and eventually CI Precision was agreed. The history, function and personality of the company were examined together with the ability to protect the new name in key classifications. The decision to retain CI was to build on the 40 years of credibility and ‘Precision’ stood out as the all-encapsulating title that had the right connotations on business, functional and personal levels.
RT Media took a number of creative presentations to key stakeholders in the business. It took three revisions before reaching a shape, colour palette and messaging approaches for the way the brand communicates.
Did it work?
The brand has touched every element of the business communications from the office environment, signage, proposals, email signatures for all staff to the phone answering. It has been an all-encompassing deployment and CI is looking at new ways to engage with its customers through social media, online forums and blogs to listen and continue meaningful conversations about its range of products and services.
This new brand identity will provide a platform to launch new product ranges for the pharmaceutical and industrial marketplaces. As the rebrand is only in phase two there have been no measurements as yet.
