Buntrock Industries
Brand Development to Help an Industry Leader Shine
Client: Buntrock Industries
Website: https://buntrockindustries.com/
Industry: Investment Casting
Headquarters: Williamsburg, Virginia
Company Type: Privately owned provider of casting materials, equipment and consulting
Our team partnered with Buntrock Industries to enhance their professional image and redefine their presence through strategic brand building.
About the Client
Buntrock Industries is a global supplier of high-quality materials, equipment and technical support services tailored for the investment casting industry. They not only offer products, but also a wealth of industry expertise through their hands-on consulting services. Buntrock helps investment casting foundries develop comprehensive solutions to optimize their casting and finishing processes. For more details, visit Buntrock’s website.
Client Challenges
When Buntrock Industries first approached us, they mentioned they were struggling with being perceived as a “mom-and-pop” business, despite their established reputation as a major industry player with deep experience and a loyal customer base. They have been in business over 50 years, and have many customers who depend on them not only for equipment but also for their expertise in setting up and optimizing processes. However, Buntrock’s lack of a cohesive brand image and inconsistent quality across marketing materials did not fully reflect the company’s high level of professionalism in its work.
The challenge they presented us was to modernize and professionalize the appearance of what they do, including re-building their brand and achieving consistency across all outward-facing materials, reflecting their true capabilities and leadership in the investment casting industry.
Our Solution
Reinventing an Industrial Brand Through Our Digital Marketing Roadmap Process
Since Buntrock was looking to reposition its outward-facing brand, we began by evaluating the company through our Digital Marketing Roadmap process. This consisted of a comprehensive audit to gather insights on their services, customers, existing materials and content, and competitive space. Our goal was to identify the key components needed for their brand strategy roadmap. Here are some insights we were able to provide in the initial stages:
- Define the company’s purpose and unique value proposition: It’s one thing to understand your brand’s purpose, but it’s often more challenging to articulate it clearly. We helped Buntrock to describe, in simple and direct language, what their brand stands for, what it represents, and what it offers to customers.
- Develop a unique value proposition: We helped Buntrock define what sets them apart from competitors and why customers choose them. This crucial step established a strong foundation for differentiating their brand and communicating their value to their target audience.
- Define a target audience: Buntrock already had a solid grasp of who their target audience is, as well as their needs and preferences, so this part was pretty easy. It was important for our team to confirm this knowledge to effectively tailor marketing and branding efforts specifically to Buntrock’s requirements.
- Create a visual identity: After steps 1-3, this was the meat of our session. We created a checklist of solutions our team would develop and implement to reflect Buntrock’s new higher standards, make their brand more recognizable, and communicate their purpose and personality in a cohesive and consistent way.
With these foundational elements in place, we provided Buntrock with a cohesive brand strategy roadmap that effectively communicates who they are and what they stand for.
Implementing the Brand Strategy
After developing Buntrock’s brand strategy roadmap, our next step—now an ongoing process—is to implement it.
Our team helped Buntrock build their visual identity and elevate their brand by integrating their strategy and visual solutions into all aspects of their business, especially in their identifying features and marketing efforts. Simultaneously, we’ve led an ongoing effort to build out all outward-facing materials related to the company that customers see. This includes everything from event invitations and trade booth visibility (displays, print materials, etc.) to white papers, trade journal ads, and more. Our team also reviewed all existing materials and repurposed content, redesigning it to align with the new branding and reflect the elevated standards.
Key aspects of our strategy implementation include:
Branding Update
We designed a new logo for Buntrock that embodies a modern and professional aesthetic, while preserving key elements of the company’s original identity. We also developed brand typography and a brand color palette, allowing the company to be consistent across all marketing materials.
Website Redesign
We worked closely with the Buntrock team to develop a new website that shows off their company and services in a clean and interactive way. In developing text and graphics for the website, we utilized our findings from the Digital Marketing Roadmap to create goal-oriented pages that speak directly to Buntrock’s target audience.
Content Repurposing
As inbound marketing specialists, we love a website that does more than simply provide information. We leveraged Buntrock’s collection of expert white papers to create an inbound system for lead generation. Their website now contains over 18 downloadable pieces of content, all attached to lead forms and automated workflows.
Trade Show Presence
With a new brand, Buntrock needed a trade show booth to match. We developed a modular system of colorful, attractive informational panels that their sales team can use to build out trade show booths of any size.
Advertising
Buntrock has seen decades of success from placing ads in trade show publications. We continued that strategy, but with revamped ads that clearly highlight Buntrock’s unique offerings.
Client Results
By the end of their first six months with us, Buntrock had a comprehensive brand style guide along with a professionally designed logo and website. Their brand style is now consistent and makes them easily recognizable to customers and industry stakeholders regardless of where they reach their audience.
We’ve helped Buntrock elevate their brand identity with visual and content choices that reflect their strengths and reposition them as a professional brand that customers associate with a respected industry leader.
Since rebranding, Buntrock has projected confidence in their branding and seamlessly integrated their marketing efforts, ensuring that all initiatives reinforce each other. The company’s external image now reflects the internal talents and innovation that have already made them a leader in the investment casting industry.
Do you want to see similar results for your own company?
Schedule a consultation now to find out how GembaWalk Creative can help you harness the power of digital marketing.