There were 5 main challenge tasks for the rebranding

project.

• Design a new logo and tagline for the organization, which must be trustworthy 

• Clearly determine the corporate color 

• Create new branding to communicate with external clients and company members

• Clearly determine brand essence and brand DNA to express individuality from the organization to clients.

• Create a new organizational image to be more trustworthy. This should raise the confidence of old clients and attract more new clients.  

• Set strategies for new marketing plans each year and make online contents with helpful knowledge of precasts for interested people.   

project brief:

research:

We have studied companies’ information in the same and similar segments to study competitors’ images and how we need to be original from those competitors. We divided them into 3 segments:  

1. Large-scale (sales over 700 million baht) 2. Medium-scale (sales 100-700 million baht) 3. Small-scale (sales 10-100 million baht)

Clients of Pros were divided into 2 main groups:

1. Clients projects (70%) and 2. Ready-made precast store distributors (30%), both groups were within 250 kilometers away from the Pros factory.

strategy:

We started by reviewing 5 points in the brief we received to arrange the work by their importance to communicate to the outsiders to recognize the rebranding. In addition to the research, it made us understand the competitors and create the strengths for Pros which was setting the brand essence as a framework to determine everything that will be done in the future. The important thing was that we focused on creating sustainability with Pros. One of the essential keys was to be ourselves in the knowledge that Pros have and take experiences to develop online content to share with society and give people interested in precast concrete a better understanding. We did not focus on selling, but we need to define the image of Pros as

an expert in precast who was ready to consult and share knowledge with everyone.

The work items were gradually built and modified over time to achieve the organization's sustainability target. The work items were divided into durations: 1 year, 3 years, and 5 years.

we delivered:

Re-Branding, Corporate Identity, Brand Essence, Brand Strategic, Brand Visual Image (BVI), Website Company Slogan, Stationary Set, VDO Presentation

Another important part was creating internal branding, so all employees could understand the work and its significance to the organization. If all employees understood, there would be better cooperation, that meant "Brand DNA" was absorbed by all sectors of the organization and when asking company members, they would have the same responses. Making employees love the company helps create unity, decrease the resignation rate, and attract talented people to join the Pros team. All of this is genuinely sustainable for the organization. 

challenges:

There are always challenges, especially when we set the goal of aiming to be better than before. We have to be alert and creative on a constant basis, but all of this is still under the frame of brand essence that has already been determined.

design solution:

Designing work and modifying images reached the goal that the clients encountered before, precisely as intended, whether the new image was more trustworthy and interesting to work with because they believed in Pros’s knowledge through online media that we had achieved and cultivated people.    

In the first year, the following things needed to be done: a new brand identity, stationery set, company slogan, website, video presentation, and uniform. In the third year, the following things to be done: paint the factory, wrap the cars, ringtone, signage, and New Year’s gifts to clients, and create a brand visual image (BVI). These works will help make a brand image without seeing the logo. In the fifth year, the following things needed to be done: a new website, a new film, and a precast book, as well as the online advertisement and video content to indicate that we were the leading experts in precast.

“Our marketing plan is to indicate to people who have never known us to recognize who we truly are. Being ourselves means that we will not cease to create an image beyond reality because faking is unsustainable marketing in this era.”

— Theerayut lertwattanarak, Managing Director, Prosperity Company Limited

RESULT:

“Sales increasing and growing from 450 million baht per year to 1,100 million baht within 5 years was the outcome of sustainability from the Re-Branding.”

Results from previous works had proven that the rebranding had positive outcomes in all aspects, such as brand positioning that grew much higher, pricing being set higher 15-20% more than competitors but still having a good sale, the employees adapted to the higher image, the customers queued up to use Pros’s Products or worked with Pros, which resulted in sales increased and grew from 450 million baht per year to 1,100 million baht within 5 years.

BEYOND THE RESULTS

“The pride that employees feel good and secure in their work in this organization, clients trust in the company, employees in the organization are experts, and contributing to employees' love for the company helps create unity.”

case study

Behind-the-scenes that we reveal from start to end, we demonstrate the background of our work, problems, supports, and much more with the work we have selected to share through every step to success.