Brand Identity and Brand Positioning in India, UK

“Interics unique intervention at Brand Architecture level brought significant clarity into our business structure.”
– Farook Merchant, Chairman & Managing Director

Deliverables
Research | Brand Strategy | Brand Property Creation | Brand Architecture | Communication Templates | Property Usage and Communication Guidelines | Brand Launch

Brief Background
Messung, a pioneer in factory automation, had recently diversified into various businesses with its own indigenous design and manufacturing besides Master Distributorship of different reputed brands from around the world. Brand Messung needed to evolve in sync, unify all legal entities under the Messung Group; at the same time be relevant to the current and future market and needs.

Approach
A 3-fold approach was used to align Group Brand across its businesses.

Strategic Alignment: This involved establishing the Business factors and Brand framework that unify the Group as well as the relationships between the Group Brand, its businesses and solutions.

We recommended  a highly systematic brand architecture to categorise Messung’s offerings into 3 broad areas of business expertise: Automation & Controls, Electrical Engineering and Workplace Technology. This forms the foundation for the revamped corporate identity.

Visual Alignment: We developed an ownable set of Group Brand image assets and a Corporate Identity system that expressed the strategic alignment in an impactful manner, while maintaining relevance to the business domain codes and with consideration for the distinctive character of each business.

Communications Alignment: Key communication principles were developed based on the Corporate core along with planning of touch-points to address diverse target audience’ desires and expectations through synchronised messaging for the Group at Corporate, Business and Solution levels, along with a consistent application of the developed Brand Story and Image.

We crafted a Communication theme to express Messung’s pioneering spirit, domain knowledge and passion for empowering productivity and sustainability in diverse industries, in order to build recognition and recall for the new avatar of Messung.

Solution areas
Creating a cohesive Brand identity system based on new brand architecture and different aspects of the thematic brand narrative, and to depict Messung’s expertise and capabilities to empower diverse industries with ‘The Leading Edge’.

Modernising the Brand Identity to convey the Brand’s Dynamism and Evolution as a Business. Vibrant & progressive – the refreshed identity emphasizes the brand’s multi-faceted persona of being a Knowledgeable Pioneer and Responsive Innovator and represents their distinct business approach of combining Thought with Action.

Developing clearly distinguished brand language and iconography for Messung’s new identity, with three verticals at hand: Automation & Controls, Electrical Engineering and Workplace Technology. Even within these, there were subdivisions created – providing specificity for Messung’s vast and continuously evolving portfolio.

Developing Clear and Consistent Brand Communication with Templates designed to showcase the brand assets in a consistent manner, with relevant variations to articulate benefits and messaging at Corporate, Business and Solution levels. Interics developed all of Messung’s communication collaterals – advertisements, leaflets, exhibition spaces, website and office branding – unifying the Group for successful brand roll-out.

Launching the Brand as a pioneering innovator, thought leader and dynamic partner – delivering a unique value proposition and

brand positioning:

‘The Leading Edge’.

Outcome
The Integrated Branding exercise has effectively brought together the brand intent, projected market position and desired relationship with all stakeholders for guiding future business growth. With a firm foundation and image resonating with business needs and audience aspirations, Messung is poised to lead by the power of its brand across all its domains of expertise.