Positioning for companies
Everyone does the same thing, but we do the same thing better
The story of a German steel service center
Map's positioning for companies, using the example of a steel service center. The supplier buys the steel on the world market and ensures its availability. The company cuts the steel rolled up in huge coils into narrower strips or blanks and standard sizes for its industrial and automotive customers. The company easily meets the highest industry standards. But in the highly competitive steel service business, this alone is not enough to position the company sufficiently in the market.
See and discover new
Many B2B companies in other industries are also familiar with a similar challenge, namely holding their own in the market against identical service offerings. However, it is also apparent that the review of the corporate and business strategy as well as the vision for the product portfolio from the communications perspective has led to new business areas and products.
Methods for success
Company presentations, product strategy and the CEO's vision were re-examined in the Business Canvas from a communication perspective. From this and with the help of map's own value compass, which consists of numerous value and evaluation matrices, a tremendously constructive dynamic emerged.
Reassessment of the product portfolio
The result: precise positioning with an adjusted alignment of services. This not only made steely hearts beat faster, but also brought to light a reassessment of the product portfolio and a digital business field.
Re-Branding
Storytelling & design were used to implement the new messages for the multichannel presence. A successful trade fair stand was designed for the major industry trade fair and equipped with high-quality content. A completely new website with texts&content as well as programming&content management system flanked the re-branding.
Design
Some of Stahlo's design elements have been modernised and adapted for the new positioning, taking care not to stray too far from the Friedhelm Loh Group's framework.
Website
The rebranding was communicated to the outside world with the new website. Potential and existing customers can use the classification label and the steel compass here.
Trainings
Off- and online training courses on the topics of green steel, supply chain and availability in PowerPoint and Prezi strengthened the ‘Trusted Excellence’ concept both internally and externally.
Social Media
An increased posting frequency and targeted contributions have significantly increased the reach on LinkedIn.
Answered
Answered
How do I stand out from my competitors despite a similar range of services?
How do I find my USP and reinvent myself without losing my identity?
How do I develop a new positioning for the market and what do I have to implement for this in external and internal communication?
Mapping
Services
Corporate Branding
Moving
Instruments
Interviews
Business Canvas
Positioning & Value Compass
Stories
& Results
Successful positioning & communication on the market
New corporate identity
Re-branded multi-channel appearance such as website, corporate brochures, social media and trade show
Content production of photo, film, infographics