Re-branding Campaign - Belden

Re-branding is one of the more complicated challenges to any marketing effort. Knowing what to let go, what to bring with, and what to create anew is key. 

Challenge

To re-brand “Belden,” a company known primarily as a manufacturer of wire and cable, now offering connectivity products, wireless networking capabilities and industrial switches and connectivity.

Solution

The re-branding process included qualitative research to define the current Brand Essence and quantitative research to measure Brand Position and Attributes. Analyzing the data, we developed a number of potential Brand statements and logos which were Focus Group tested and reviewed with the Belden Executive Team.

Next an Identity System/Manual was produced for use worldwide, banners/posters were developed for all Belden companies and announcement emails were sent to all Belden stakeholders.

The final stage of re-branding included the revision of all marketing and sales materials to reflect the new identity.