Even an industry leader can be challenged when it comes to creating a brand image that truly mirrors their vision.
That’s why Bunger Steel asked Tallwave to create a brand identity that reflected the company’s leading position and craftsmanship and would help them establish a greater presence outside Arizona.
Brand positioning was driven by persona development and a dive into Bunger’s vision, values, and marketplace.
Family-owned company, Bunger Steel, is Arizona’s premier steel building and components manufacturer. By creating a single-source steel building manufacturer business, they’ve been able to provide customers with exceptional service and highly-personalized craftsmanship. Like any business, Bunger Steel was looking to grow market share but they knew they needed to build a stronger brand image and industry presence to do so.
Before we could take the brand to new heights, we would need to establish a strong foundation.
Creating a strong industry presence begins with a strong brand foundation. Over the years, Bunger had gone through a number of visual rebrands which resulted in inconsistencies across branding and marketing touchpoints such as collateral pieces, truck decals, staff shirts, and more. Not only were there multiple logos being used, but those logos weren’t standing out against the competition as well as they could.
So we were challenged with creating a brand that was more contemporary, a more accurate reflection of both the tradition and vision of the company, and ultimately would attract new customers to their website.
To establish the foundational direction for the redesign and brand transformation, we first conducted an alignment workshop. This was used to build a shared understanding of the company’s customers, values, differentiators, financial drivers, and external factors (e.g. competitive forces, trends, barriers to entry).
Once the alignment was set, we moved into competitive analysis and benchmarking in the form of brand positioning and persona development. This guided us through discovery of what was needed for Bunger to gain new market share by uncovering whitespace opportunities available to the brand.
After the first 30 days, we saw a 24% increase in user sessions and a 200% increase in form fills.
This new look was also translated into their website, giving customers a better picture of the true Bunger Steel brand. So whether customers encounter Bunger Steel in person or online, they encounter a consistent brand experience.
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