The Business Challenge
With all this intense development, the company was trying to find answers to some business questions: Why are we not perceived as a leader, although the figures support it? Why have we not been able to convey the innovative quality of our products to the market? Why does our audience continue to believe that we are a regional company and not a national one, with the ability to expand in the future and beyond the borders of the country? How can we expand our business to end consumers?
Our approach
The construction route of the Symmetrica brand was a classic one. The business focused on growth, territorial expansion, increased production capacity and innovation in the portfolio, neglecting to capitalize on the performance potential of the brand. As a result, the image of the business fell out of sync with its reality and no longer reflected its real position and contribution in the industry, and the growth effort was considerably hampered.
Our solution to the business questions was to “restore” the Symmetrica brand, so that it supports both the long-term goals of the business and further growth and diversification.
Branding solution
At the origin of a brand lies a truth waiting to be discovered
We started the discovery process with a workshop with the brand team. The objective was to find out the truth that motivated the development of the organization, which spurred the evolution of the business and gave meaning to the principles that guide both team and customer relationships. I learned, working closely with entrepreneurs and the management team, that the business was built on the idea of “made to last, thoroughly, from the beginning”. The idea was carried forward not only by the quality of the products, but also by the quality of the human relationships that the team members built over time. This is how we extracted and condensed into a slogan the depth truth of the brand, its idea: “Links that last”.
A visual identity that breathes the humanism of business
Identity uses the symbol of infinity, which has a deeply humanistic character and conveys the idea of evolution and continuity. We chose a vibrant color, which unequivocally expresses the desire to keep human relationships alive and always relevant. We have intensified the impact created by identity, personalizing the universal symbol of infinity with an element that defines Symmetrica:the links that come together.
Rigorous brand imaging as well as the character of the business
The visual communication system has been rethought and transformed in the spirit of the new brand. It focuses on conveying the idea of lasting relationship, from the style of the photographs, to the graphic language used in the communication materials (product icons, symbols, etc.). The rules of the new design were implemented at the level of internal and external communication materials. The most extensive project at this stage was the redesign of the Symmetrica product catalog, a powerful sales tool. Thus, we have transformed visual communication into a vector of expression of the rigorous, well-structured character of the organization.
Integration of all digital manifestations
The need for a brand's online presence is no longer questionable. The current challenge is to integrate all digital experiences (website, social media, etc.) of customers, with the aim of providing them with not only information about products and services, but easy and personalized access to the company's solutions. Moreover, online interactions should enhance collaborative relationships with customers and encourage them to participate in product development.
Integrating online interactions on a single platform
The Symmetrica website was built on the platform Dynamicweb, an integrated online presence management system. In the case of the Symmetrica website, the main benefits offered by the platform were: an easy to switch interface for both B2B and B2C portals to access different products and information; product selection and shopping cart are followed by pricing forms and call to action, which allow users to make quick decisions; integrated website traffic analysis, which allows visualization of visitor behavior (time spent on the site, favorite pages and products, most read blog posts, etc.); optimal integration between the website and the social networks in which the brand is active, thus providing the user with a coherent online experience across multiple digital media channels.
Automation systems increase the efficiency of customer base management
The platform allowed the creation of a unique customer base, thus concentrating information from the internal management system (ERP) as well as from the website and social media. This has increased the efficiency of customer base management and online and offline marketing actions.
Content generated to meet the needs of the end customer
A solution offered by us to the question of how the business can expand its presence in the segment of final customers, was to create the website www.inspiratiepavaje.ro. Its construction follows the habit of this segment of documenting and deciding on the paving solutions adopted for their home, inspiration being an important element in their purchase decision. However, the consumer has the opportunity not only to be inspired on paving solutions, but, very imported, can request details from the Symmetrica team and thus, each information enters the unique customer base, which gives a complete picture of the needs of the two largest categories of customers: B2B and B2C. Of course, an important element in digitizing the presence of the Symmetrica brand was also the alignment with the new requirements - mobile. Mobile-friendly versions of brand events make the Symmetrica experience more accessible than ever.
