Branding is integral part to customer and market recognition, it’s how you project yourself to the world. Working with product based companies and dealing primarily with B2B sales it has been critically important to carve out our names in the niche markets we serve.
Too be honest it is often a hazardous landscape, there is always a fight to maintain Brand standards and keep consistency within your organization but with determination it is possible and absolutely necessary. Branding ties directly into all Digital Marketing efforts so it is key to get it right.
I currently manage the Stealth.com, Aydin Displays and Sparton Rugged Electronics brands.
I have been involved and had a direct hand with Stealth’s branding dating back 15 years and have seen its evolution from originally “Stealth Computer Corporation” to Stealth.com and have managed the difficulties in transitioning the Brand from a private company to a publicly traded company.
Working with the original creator of the logo (which dates back to 1990) I helped the modernization effort to re-brand with the newly acquired Stealth.com domain back in 2009. Since then we have had a further branding adjustment transitioning to a hybrid-brand configuration after Sparton Corporation acquired Stealth.
Working with the Aydin Displays brand has been challenging, after years of neglect there was much customer confusion, inconsistencies and a lack of clarity as to the image projected for the Brand. Since working with the Aydin Displays brand I have managed to address and vastly improve most of these issues both with online and offline marketing material.
Some examples, a new brand guideline and style guide was developed, multiple versions of the logo eliminated, the look and feel of marketing material now has greater consistency and works in tandem with Stealth.com and Sparton Corporation’s branding as well.
Sparton Rugged Electronics
Once Stealth.com was acquired by Sparton Corporation the plan was integrate with Aydin Displays another Sparton company under a new division which became Sparton Rugged Electronics (Sparton RE). This is essentially a hybrid-brand model under which the Stealth and Aydin brands would “live” under.
The decision to proceed with this particular branding model was largely a corporate decision beyond my control, personally I think a stand-alone branding model similar to P&G might be better suited for the brands. Nevertheless I proceed with their vision and have fully implemented the Sparton RE branding strategy.