Your Brand Needs To Look the Part Before You Look for Prospects 

Don’t Let Someone’s First Impression Be the Last One

Challenge: A lot can happen — or not happen — when your brand doesn’t look the part. MSC is a well-established composite company that initially sought Crafted’s expertise to develop a demand generation plan to boost their market presence. However, as part of Crafted’s comprehensive discovery process, the agency determined MSC faced a different challenge — an outdated website that lacked the functionality to engage and influence potential customers effectively.

There was an added layer of complexity, too. Showcasing MSC’s products and services was particularly difficult due to the confidentiality requirements associated with the company’s government contracts. This dual challenge required a more foundational approach to ensure MSC could showcase their work as pioneering and first class in a competitive composite market while honoring those sensitivities.

Approach: Understanding the depth of the challenge, Crafted recommended pausing the demand generation plan to shift the focus to a comprehensive rebranding strategy instead. It was inadvisable to drive traffic and prospective clients to an online presence that didn’t accurately represent the true depth of MSC’s offerings.

To begin, Crafted organized a two-day workshop to uncover MSC’s core differentiators and unique value propositions. This collaborative session provided crucial insights into what set MSC apart from competitors, with creative questions and activities that helped them discover what they were missing. Additionally, conducting a thorough competitive review identified market whitespaces and opportunities MSC could capitalize on. The combined insights from the workshop and competitive analysis informed the creation of a robust and distinctive brand identity.

Results: The rebranding initiative transformed MSC’s market presence completely. Crafted developed a new logo, designed an intuitive and visually appealing website accurately representing the true depth and scope of MSC’s offerings, and created cohesive branding materials, including business cards, tradeshow booth materials and branded merchandise.

The updated brand identity successfully portrays MSC as a leading composite company competing at the highest level. The new website and branding materials enhance their market visibility and position them as an industry leader capable of maintaining exclusive government partnerships while showcasing their expertise and innovation.

Want to know how this rebranding initiative changed MSC’s trajectory? Crafted will reveal what happens when your brand looks the part.