WE ENGINEER BRANDS.
Continental Hydraulics
Based in Minneapolis, Continental Hydraulics provide advanced engineering solutions for the application issues their customers are facing across North America. As a member of the Duplomatic Group in Europe, Continental were charged with achieving higher growth and productivity.
Delivering
Brand Strategy I Culture Strategy I Purpose & Values I Internal Comms I Leadership Team Alignment I Conference Brand I Naming I Workshops I Strapline I Logo Development I Visual Identity Tone of Voice I Safety Brand Campaign I Identity Guidelines I Literature I Distributor Communications I Website I LinkedIn Campaigns Presentations I Newsletter I Safety Branding I Signage
Challenge
Continental is on its way to healthy growth as a stronger united business. Clarity was faced with a cultural differences internally with a reluctance to change.
In addition, the company had no brand visibility, marketing strategy or online activity that was effective. With the directive to make Continental a player in the industrial and mobile markets in North America, Clarity faced up to the challenge.
Approach
With so much to do, Clarity focused initially on the internal culture, aligning the workforce to a new vision and purpose culminating in the ‘pride inside’ internal campaign. This first step helped employees to take ownership of their own culture in North America. Because Europe was seen as a threat that disrupted their way of working, messages had to be created and delivered to a lay the fears throughout the 90 strong workforce.
Next was to establish the ‘four pillars of difference’ within the brand proposition and create effective communications that consistently promoted these important and strategic values.
The need for senior team alignment was critical to the consistency and sustainability of message and morale, Clarity facilitated workshops to achieve this,
Outcome
18 months into our work, Continental have re-established itself as a visible contender in their markets and have developed a confidence helped by a refreshed tone of voice. With active LinkedIn postings, distributor merchandise support, revised literature and a large exhibition in Las Vegas, we were able to deliver effective communications and impact.
We created the Four Pillars of Difference – a clear shorthand for distinction, recognition and value adopted internally and expressed to customers and industry alike.
This is their new opportunity for global growth, the future of Industrial and Mobile Motion Solutions and Power Transmission.
