TRM Packaging is the UK’s leading independent manufacturer and supplier of retail ready packaging to the food, drink and FMCG markets. In early 2014 TRM was at a crossroads: the directors’ ambition was to grow the business from £38m to £50m turnover in three years by winning several value added accounts and increasing the range of products supplied to existing customers.
Following a full audit of the company’s marketing strategy we recognised that customer’s viewed the company as a box supplier, rather than a strategic business partner that could help them drive sales and revenue through packaging innovation.
In order to peel away the layers of the TRM brand, we undertook a brand development programme, meeting people throughout the business from senior management to factory floor team to investigate the brand properties and identify the essence of the company.
We produced a brand analysis report which un-picked the company’s messaging to allow for a subtle repositioning. Key to the strategy was to marry the brand proposition with the company logo in a fresh new way.
The result was the development of a new brand proposition centred on a reworking of the company’s existing logo and the incorporating a new strapline.
Moving the company offer from ‘delivering packaging excellence’ to ‘profit from our expertise’ succinctly explained the company’s value to its customers. The new branding was rolled out across all aspects of the company’s branding including a new website, brochure and exhibition stand. The new proposition was supported with increased use of social media, a dedicated SEO campaign and extensive media relations programme.