coming of age
Brand Strategy, Brand Management, Brand Experience
SUN Automation Group® is an industry leader in the corrugated world – a world full of product specs, large machinery and box quality concerns. As an innovative and passionate company, marketing took a backseat to product development. With new product launches occurring consistently, it was important to solidify messaging that could be effectively communicated to their customers.
Move away from showcasing product specs and start connecting with defined audience segments on an emotional level.
We met with key leaders in the organization to establish a brand personality and develop a variety of audience segments based on company size, geographic location and status within the company. SUN Automation is more than an industry leader, they’re a trusted partner. From innovative equipment to customer-focused support, SUN Automation is the solution for all your corrugated needs. This messaging positions them as full-service provider, clearly articulating their ability to be a well-rounded solution for the niche industry.
We started from the inside, educating the sales team and other key representatives on the advantages of emotion-based selling. Internal resources were developed to reinforce these ideas and ensure everyone had access to the most recent tools.
Shifting perception within the industry wasn’t going to be easy. From an immersive multi panel trade show display to individual product line catalogs, we adopted a categorized marketing approach. This forced the audience to realize the breadth of SUN Automation’s products and services through manufacturer branding. This theme was incorporated into digital channels, print advertisements, sales tools, and collateral.