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We conducted a brand audit to assess the current status of the brand in terms of awareness and market perception. The audit revealed that the ready-mixed concrete supplied by Premix is well-known amongst professionals in the construction industry and is in fact the preferred option. However, our brand was not well-known amongst individual customers. The audit also showed that individuals are not aware of and do not understand the value added characteristics of our products.
Step 2: Evaluating positioning options and defining the new brand strategy
This step involved re-thinking the positioning of the brand, defining the values we wanted to convey through the brand, and determining how its aesthetics (colours and visuals) would reflect those values.
Step 3: Developing new brand materials and communication tools
This work is currently underway.
Step 4: Launch the new brand campaign
The communication campaign for the revamped brand is planned for the first quarter of 2023.
INTRODUCTION
SOCIAL CAPITAL
Premix: A new strategy to fuel brand awareness (Synergy and self-sufficiency)
After 10 years without communication on the brand, the challenge was to reposition and give visibility to the Premix’s products on the market. We adopted a stepwise approach in defining the Brand Strategy:
Step 1: Understanding the current status
ABOUT US MANAGEMENT APPROACH
Drymix: A brand new identity (Efficiency and resilience)
The time was ripe to create a new visual identity that reflects our evolution and our ambition for the future. Our new slogan “L’expert des mortiers” demonstrates our commitment to professionalism and is a testimony of the quality of our products, processes and laboratory, as evidenced by our various accreditations. Our new logo was created from the symbols that represent our mission: the predominant is made up of a quality tick, and the downward triangle represents the shape of a rooftop, which is often a lifetime investment for any person.
While our brand image reflects our professionalism, we are also a dynamic and approachable team. We wanted our identity to be displayed through our communication on social media, via two characters, Morix and Mamou, who are meant to guide our customers and answer their questions.
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UBP INTEGRATED REPORT 2022