Brand for manufacturing business

Branding Precision.
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Brand Project Overview
Reliance Precision is a design, engineering and manufacturing firm with a long-established presence in sectors including aerospace defence, scientific instruments and space.
As the company name suggests, the team works to the highest degree of precision – with capabilities to measure to just 1 micron. A micron is one twenty-five thousandth of an inch.
Key Business Challenges

Brand and proposition had not kept pace with the globally acclaimed positioning of this 100 year old family-owned firm.

How might we redress the balance with the brand?

An opportunity to increase market share in existing and new markets.

How might define what makes them different?

The brand had become unwieldy and visually inconsistent over time.

How might we rationalise communications?

A need to ensure absolute clarity of message to different audience groups.

How might we utilise brand architecture?

An identity that hadn’t changed in 30 years with inconsistent application. Not representative of a ‘precision’ company.

How might they realign this?

Increase market share in existing and new markets.

How might they create clarity of message?

Brand Process
Insight workshops to understand the business and its values.

  • Workshops with board and senior management team.
  • Over 230 staff consulted across UK and Ireland.
  • 20 customer insight interviews.
  • Shadowing sales meetings.
  • Mapping the service process and customer journey.
  • Detailed competitor review.
  • Audit of current identity.
  • Uncovering key business challenges.
  • Defining purpose, principles and personality and proposition.
Break the mould to find new ways
Reliance brand
Brand Strategy

Brand purpose.
We exist to build a company together that lasts.

Brand positioning.
Simple but difficult. Reliance Precision make the complex seem effortless.

Brand personality.
Honest, open and clear.
Knowledgeable problem solvers.
Precise, measured, and reliable.

Brand proposition.
Reliance Precision engineer solutions for critical applications. We design, manufacture, assemble and test highly complex components and sub-assemblies that play a critical role in the performance of the final application.

Brand Identity
  • Modernising the Reliance Shield and visual identity including detailed guidelines and document templates to embed visual consistency.
  • Capturing values and behaviours - and embedding into the company’s HR approach and people development process.
  • Visualising an often ‘invisible’ design-for-manufacture process.
  • Working with the in-house design team to embed design thinking processes across the organisation.
  • Designing the company 'tour' for clients and visitors.

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