By Natalie Braun, Marketing Director
“If your business is not a brand, it’s a
commodity.” – Donald Trump
Just over a year ago, Metalcraft
embarked on a journey to rebrand our company. It seems like after all the
preparation, planning, strategizing, frustration at times and excitement at
others, we would be congratulating ourselves on a job well-done at the recent
launch of our new website. The rebranding project is complete, right? Not so
fast. All that preparation and planning allowed us to have the right tools to
portray our brand, but the launch of the websites is really the commencement of
the rebranding. While the logo is the most memorable piece of any brand, a
brand in its entirety is the sum of all experiences you have with a company.
Therefore this rebranding will guide decisions we make in all of our sales and marketing
efforts moving forward. Can you guess what the guiding force behind our brand
is? The Metalcraft Compass – and what better way to sum it up than “ID MADE BETTER”?
Metalcraft’s goals for the
rebranding were to: simplify and modernize, portray the technological aspect of
our company, portray personality and present a look and feel that would stand
the test of time. With our current brand, we felt it was holding us back from
being perceived as modern, tech savvy and from reaching ID technology customers
of the future.
Our
new Metalcraft logo represents the duality of our name: Metal, with its
properties of strength, durability and adaptability is the physical product.
Craft speaks to the knowledge and expertise of our member-owners. It’s the
human element behind the product.
Our new RFID logo, “Universal
RFID by Metalcraft” was inspired by our flagship product, our Universal Mini
RFID Tag. Metalcraft is known for our five patented, mount-on-metal Universal
RFID Tags, which has transformed our RFID solutions into more than just a
product line; Universal RFID by Metalcraft is now distinguished as a sub-brand.
Our new websites include
simplified navigation; relevant case studies, videos and testimonials on our
product detail pages; and an area for related products and previously viewed
products. These new features allow the site to be simplified and user-friendly.
Time is valuable to everyone; a visitor to our website averages just over two
minutes per session. Therefore, we want to help customers find an ID solution
in just a few clicks.
At Metalcraft we strive to
keep things simple for our customers, whatever it takes. We want customers to
put their trust in us to determine the most effective solution for their ID
challenge. We want to be thought of first, not only for today’s ID
technologies, but those of the future. Having a brand that differentiates us
from competitors the way ours is now positioned to allows Metalcraft to remain
an industry leader, no matter what the ID challenge.
Metalcraft will celebrate 65 years on November 14, 2015. Happy Birthday
to Metalcraft and we wish continued success to our customers and member-owners!