Weir Oil and Gas

Weir Oil & Gas
October 7, 2014 – 08:34 am

Rapid growth through acquisition left Weir Oil & Gas challenged with overall brand recognition. Weir embarked on a journey to build awareness and differentiation in the market. The strategy for setting the company apart was its customer-centric philosophy – a focus on engineered solutions that solve real customer challenges and a commitment to a global service footprint that takes them literally to where customers are.

Rapid oil & gas division growth

Acknowledged as a formidable competitor

Expanded customer base

Clarify a strong, single brand to deliver on purpose

Weir Oil & Gas needed all business units unified behind a single purpose: the customer’s success. This meant both business and brand strategies had to reflect a customer-focused culture that delivers on a promise of innovation, collaboration and global, responsive service.

Develop a creative strategy that proves Weir’s value proposition

Weir Oil & Gas has been on a journey to expand its capability, footprint and product portfolio to support customer success. The messaging and visual brand strategy had to differentiate the company and reinforce, time and time again, how Weir is addressing industry challenges and meeting customer needs.

How Savage Brands instilled new brand positioning and a customer-focused purpose

Unifying a brand starts with the employees

Because employees have the most potential to be strong brand advocates, a new brand focus had to launch internally first. After internal and external interviews, Savage helped Weir develop and communicate to employees its Brand Promise: We will be recognized as a family of dedicated employees who work together to be indispensable to customers by creating product, engineering and service solutions that positively impact customer success.

Building brand alignment into every piece of the company

After significant growth through acquisitions, the company needed to restructure and align its brand. Savage helped develop a brand hierarchy for business units, products and services that would eliminate customer confusion and position the brand for growth. We ensured every customer touch point aligned – from service centers and sales to advertising and brochures. We were able to leverage the strong heritage of legacy brands by associating them with the product lines while reinforcing a link back to the master brand – Weir Oil & Gas.

Making the customer-focused purpose clear externally

From product naming and advertising to digital strategies, Savage and Weir continue to develop and design marketing campaigns and product launches that reinforce the brand position. We emphasize customer goals and benefits – tying directly back to how Weir continually engineers solutions that drive customer success.

Source: savagebrands.com
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