Although its product, CHEMCAD, is well known within the chemical industry, chemical engineers weren’t always making the connection to Chemstations. To capitalize on the success of their software, we needed to sync the product and brand reputations.
The company needed to clearly differentiate itself from the competition, strategically communicate its message to the target audience both regionally and internationally, and convey the true value of the company and its product.
To make Chemstations more visible as a leader in the marketplace, BrandExtract created a new identity and messaging that clearly communicates the company’s unique character, advanced technology, and global presence. BrandExtract developed a new brand position for Chemstations, “Engineering Advanced,” which promises to deliver faster, better-integrated tools that complement industry intelligence, allowing engineers to do brilliant work and advance the profession.
Emphasize unique value
While the rest of the marketplace pushed out messages about product leadership, our assessment uncovered that customers cared very little about this factor when making a purchasing decision. Instead, customers wanted ongoing support for the product and help solving their complex problems.
We helped shift the company mindset to focus on the total brand experience and customer support, not just on software or process simulation, and built the new brand around the company’s ability to solve problems.