While operators who purchased Varel drill bits were more than satisfied, the company struggled to make connections beyond its existing customer base. The manufacturer’s minimal marketing efforts lacked the cohesive image and branding breadth needed to support Varel’s growing enterprise.
In order to capitalize on recent growth and investment, Varel needed to move beyond small-scale tactics and develop a long-term strategic marketing plan. They also needed to develop a stronger reputation positioned around quality and innovation in order to target the next tier of customers.
We did a complete audit of Varel’s brand touch points to assess key buyer decision criteria and influencing forces. We created new strategic messaging and fine-tuned brand positioning that conveys the company’s increasing market presence, while being flexible enough for Varel to implement globally and support internally.
The new brand focuses on Varel’s advanced proprietary technology that is driving the future of the drilling industry and solving customer challenges. With the new brand in place, we successfully built up Varel’s reputation for product quality and helped the company transfer that brand equity across multiple new acquisitions over the course our 8-year client relationship.