“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!
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