Building A Brand – Internally and Externally Part 2

Artofscience_rockHere we go! As I promised last week in my post, “Building A Brand – Internally and Externally”, I share with you the rest of the case history, along with results.

I last left you promising the details regarding positioning and personality, as well as the communication plan and implementation. Ready?

Positioning and personality

In the context of developing a new ‘language’ for the coatings business unit, we needed to determine the special characteristics that would differentiate them from the competition.

For example, they may not be the biggest, but they were…

  • Molecule benders
  • Focused
  • Attentive
  • Agile
  • Determined
  • Reliable
  • Committed
  • Creative/entrepreneurial
  • Problem-solvers.

Now, this may all sound a bit soft, but I can assure you that it’s very important for communicators that we can project any or all of these characteristics in words and images in the communications that we issue on behalf of the business.

But, we (communicators) also have to decide how we present these characteristics to others, for example:

  • Individualist, quirky, creative
  • Confident, aggressive, superior
  • Understated, modest, dry.

Winning hearts and minds

It was time to pitch the final concept and communication plan to the business unit. The goal here was to have more active, planned communication – not a simple “Ad Campaign”.

Here’s how it was going to be done internally:

  • Strengthen the ‘branding’ effort through wider visual display – finalized image and messaging
  • Ramp up communication on good news stories and progress
    • Internal promotion – internal buy-in key first step
    • Intranet sections
    • President’s quarterly e-newsletter
  • Gather and share feedback in more formalized way, as this would enable us to refine and re-direct our approach, where required.

Take the image campaign external!


  • Building image campaign
  • Research – we know why customers like or don’t like us but more importantly, we know what they want
  • Media – direct to vertical trade; use directory that reaches formulators directly)
  • Incorporate message into every business unit piece: PPTs, letters, web, literature, etc.
  • Direct email blasts as appropriate to existing database of customers
  • Visual design to be incorporated as appropriate.

The final tagline and visual support

THE BRAND – “The Art of Science”

How did we come up with “the art of science?” By going back to basics. What is chemistry? It’s a science. Going with that thought process, the message was about being innovative with science, in that there is an art to it.

The ad visuals were completely different than anything being placed in the trade magazines in that they had a “drawn” look versus a photo, and incorporated molecules into the artist’s (chemist’s) painting, sculpture, etc.  One example is at the top of this post. (Company text and information has been removed.) Here is another:


Once the business unit bought in and approved, we moved onto sharing the presentation and campaign to the entire business division. Not much had to be changed from an argument standpoint as the research done for the unit pretty much applied to the division as a whole.

The results were very positive in that the response and recognition of how we differentiated the business – message, visuals, experience, innovation, customer service, etc. – resonated with the intended audiences. The business saw an increase in client and potential client activity, with more welcoming conversations, which turned into increased projects and sales.

There you have it! A brand campaign designed and implemented (with research!) at a chemical company.

Let me know what you think and if you have any questions or comments.

The post “Building A Brand – Internally and Externally Part 2” appeared first on Fumbling Towards Epiphany.

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Susan Cellura is a marketing communications professional with over 20 years of experience. She is a dynamic communications professional and enthusiastic team-builder, with a progressive history of success in designing and implementing communications programs for global organizations. A strategic thinker with the ability to understand the needs of multiple audiences and deliver solutions, Susan is a results-oriented problem-solver with exceptional interpersonal and negotiation abilities. Having worked in a variety of global industries, she has grown business communications in her current position via a strong mixture of strategic resources, including social media.

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