Codifying a brand in the industrial automation sector

Situation

Industrial automation specialist Sewtec designs, develops and builds bespoke robotic solutions to improve the operational efficiencies of production lines.

The company was subject to an MBO in 2017 backed by private equity firm Endless, and is currently undergoing a five-year strategic plan to further grow the business.

Brand8 PR was asked by Sewtec Automation to codify its brand, which in turn would help shape any internal and external communications, as well as the company’s marketing activity.

Response

We worked closely with Sewtec Automation’s executive board and other members of its team across workshop sessions, to distil the key elements of the brand. Across three workshops, we were able to define what Sewtec meant to its most important asset – its people.

Our codification process involved a structured discovery and development process, exploring the wider industrial and mechanical engineering market, as well as examining the competitor set in the industrial automation sector.

Results  

• A defined brand positioning line of ‘Better By Invention’ which has been trademarked by Sewtec Automation
• Creation of a vision and mission statement, as well as company values, which are used across both internal and external communications and marketing activity
• Following the codification project, we developed a proprietary through-life project management process to identity Sewtec’s approach to building automated solutions called Six System