The Client
TruckWorks was a medium-sized player in the relatively fragmented market of companies that manufacture truck-mounted fluid tanks for industries that include fire and emergency, construction and mining, petroleum and energy, and waste management, to name a few.
New ownership at the company was desirous of elevating TruckWorks’ brand to the level of a national player. The re-brand needed to be comprehensive and rooted in the company’s strategic advantages. Our job was to not only identify those strategic advantages, but to build a complete brand around them.
While TruckWorks could offer much of what their competitors could, we realized in the discovery phase of the branding process that what TruckWorks was doing went well beyond typical industry standards. TruckWorks was using sophisticated equipment and software to not only build the best truck tanks for but to also make them safer and last longer, which had positive financial consequences for their customers.
As a result of our strategic positioning exercises with the client, we came to the conclusion that TruckWorks wasn’t just building “custom” truck tanks as they frequently would say to their customers, but that TruckWorks was in fact “engineering” them. A subtle wording difference some might say, however, inherent in that subtlety was the core of a true brand.
