Strategic repositioning results new business
Stereotypes are attractively dangerous, so let’s start with two.
B2C organisations understand the value of branding, positioning, promotions, etc
B2B organisations call this “the fluffy stuff”.
Actually these stereotypes are not always, even often, true.
Tehcna Thermoplastic Innovations (formerly Tehcna Manufacturing Inc.) is a B2B injection molding business. The owner had successfully grown the business from an idea to a steady workflow, but now he wanted to go further.
So, it was a fair and reasonable question to ask, ‘is the fluffy stuff going to work for me?”. It was asked very cautiously.
To answer the question we applied our strongest tools: our inquisitive nature and our brand building process. We uncovered insights that changed how Tehcna positioned itself and what it communicated to customers.
The insights revealed that Tehcna should reposition itself from a “manufacturer” to an “innovator”. From a steam and cogs producer, to a high value-add consultant. We also introduced the tagline “That’s clever”, which is distinctive for this industry; and focused Tehnca’s benefit on its unique ability to solve its clients’ plastic molding challenges in very clever ways.
Immediately after developing the brand focus, Tehcna shortened its sales cycle and turned cold leads into new business.
Tehcna, like many B2B organisations, understands the value of branding. Tehcna has innovation at its heart, both in how it thinks up new thermoplastic ideas and approaches, and also in how it communicates its strengths to the market.