Promoting Strength & Capabilities
Ward Leonard is a leading provider of motor, power generation, drive and control system solutions. The company commonly serves mission-critical industries, providing solutions for harsh environments and extremely remote locations. Its products and services keep systems running, keep people working and literally keep the lights on.
Stifel Marcin partnered with Ward Leonard in the development of its new brand positioning. As part of our brand identity and positioning efforts we performed a marketing audit and analysis, evaluating their audience concerns, personas, SWOT positions and competitor messaging.
Based on strategy and creative collaboration, a new brand positioning statement was developed. “The Power of Uptime™” presents the literal “power” of the company as well as the power its product and purpose.
The clear and concise tag line emphasizes strength, and their brand promise to keep operations running reliably, preventing downtime and reducing maintenance. Messaging was implemented across a wide variety of campaign assets and marketing collateral, defining the brand to current and prospective customers, and acting as an internal theme to employees.