The Challenge
Canada Power Products (CPP) manufacturers, designs and markets switchgear equipment for electrical distribution systems around the world. They are one of the top companies in this field. However, they struggled when it came to articulating what they do best and why they are different in this highly competitive market. In addition, their logo and image needed updating and there was little consistency in how the Canada Power Products brand appeared across their corporate and marketing materials.
Canada Power Products' New Positioning Statement
Following a comprehensive competitive review, Bing Creative worked with CPP's senior management team to discuss the numerous options open for their business. Our efforts resulted in the development of a concise positioning statement that was relevant and meaningful to its core target market audience. A set of key messages were also developed to support or "prove" that CPP could deliver what it promised:
Steve Mueller
Canada Power Products
"Canada Power Products delivers the most flexible solutions for electrical power distribution customers, including industry-leading automation systems."
- Our solutions are always driven by customer needs, not by catalogue content.
- We have the service flexibility and technical knowledge to automate anything for power distribution needs.
- We can guide customers into the future, without losing sight of what they need today.
A New Tagline
To further support CPP's new positioning and to provide a rallying cry and focus within the organization, we created the tagline, "Power Your Way."
CPP's Logo and Visual Identity
To further compliment CPP's new positioning statement, Bing Creative completely overhauled the brand's logo to visually communicate the company's essence. We focused on the word power to align with their new tagline "power your way" and show how CPP can harness electrical power for their clients.
The Result
Since implementing this new positioning and visual identity, Canada Power Products has consistently and significantly outperformed its competitors. Internally, employees are all clear on what the company does and why they are better, and externally, clients and prospects truly understand what makes Canada Power Products the best in its field.
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