Gtech
Case Study
Auditing and strategically aligning this well known brand
The Mission
Gtech is an established, global floor care, power tool and garden tool brand. They had grown quickly over the past few years and onboarded lots of new staff who had implemented many marketing directions and changes. This had resulted in the brand becoming lost and confused about who they were and subsequently losing market share.
The Outcome
Gtech came to us for a full audit of their brand and competition and wanted to understand how they could best differentiate their brand, stand out from the competition and remove the confusion surrounding their brand. The audit looked at the Gtech brand as a whole from Logo, colours and fonts to marketing, messaging and social media.
The Impact
The brand audit was held in such high regard by the company they circulated it amongst all directors, managers and senior members of the business as a document to refer back to keep them on track as a brand. They have also implemented the changes suggested to help position the brand and stand out from the competition to great effect.
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Services Provided
Brand Audit
Brand Alignment
Brand Strategy
Brand Positioning
Brand Personality Development
The Challenge
Gtech faced the challenge of being a well-known brand that had lost its way due to multiple changes in marketing direction and an unclear brand identity. As a result, they were losing market share and struggling to differentiate themselves from their competitors. The challenge was to develop a unified strategy that would reinvigorate the brand and help them stand out in a crowded market, while also retaining their existing customers and maintaining their brand heritage.
Developing the brand strategy
The brand audit provided valuable insights into the competitive landscape, which helped us identify opportunities to differentiate the Gtech brand from competitors like Dyson. We developed a differentiated strategy that focused on Gtech’s unique strengths and positioning as a down-to-earth, warm, and human brand, in contrast to the more scientific, cold, and detached image of Dyson. This strategy became the basis for all Gtech’s future branding efforts, from messaging and advertising to design.
Refining and focusing the brand Identity
With a clear understanding of the competitive landscape and Gtech’s unique strengths, we were able to refine and focus the brand identity to better resonate with customers. We uncovered the history and values that made Gtech a beloved brand, and used them to create a cohesive brand identity that would stand the test of time. The result was a brand that was more confident, more focused, and more in touch with its customers.
The Outcome
The brand audit conducted by our team provided Gtech with a clear understanding of their brand identity, competitive landscape, and areas for improvement. With this knowledge, Gtech was able to develop a unified brand strategy that would serve as a foundation for all their future branding efforts. The result was a revitalized brand that stood out in the market and resonated with customers old and new.
Chris is the person you wished you had spoken to sooner. When I received his email talking about the problems faced by a brand in the throws of an identity crisis, it was like he was peering into the depths of my soul. I called him immediately and set up a meeting. I warned him he had a near impossible task on his hands as I and many others had wrestled endlessly with the DNA of the HORNIT brand for years. We make make niche, innovative cycle accessories. He did a detailed, insightful brand audit and, having got inside the brand, had plenty of really good ideas we have since adopted. It was impressive stuff. He has also provided us with an extraordinarily detailed and helpful set of brand guidelines. It now means everything hangs together in the 'right' way and the whole team suddenly understands what we stand for and the direction we are going in. Since Chris' intervention we have been able to rebrand our packaging almost painlessly when before there was confusion and endless wasted time. He has made a truly remarkable difference in a very short amount of time.
Tom De PeletFounder, Hornit
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