Branding the machines – a case for B2B branding

An original brand positioning to help Strausak, a 100-year old Swiss machine manufacturer, unlock its global growth potential

100 years of history

Founded in 1919, Strausak is one of the oldest tool machine manufacturer in Switzerland. It specialises in grinding machines (machines that grind small pieces of metal to create cutting tools). In the context of its 100-year anniversary (1919-2019),  Strausak asked Creative Supply to help clarify its brand positioning and build a powerful B2B brand strategy.

Understanding the status quo

B2B branding is mainly specifications driven. Yet, to stand out, a B2B business must tell a story that goes beyond fact sheets. We talked to Strausak teams, clients and competitors to understand what makes the company different. We visited industry trade shows to benchmark competitors’ communication styles. As a result, we provided Strausak management with insights into brand and marketing strategy, communication channels and overall look and feel.

Adaptive grinding solutions

Performance, quality or innovation are claimed by everybody in the industry. They are no longer differentiators but simply key success factors. Rather than talking about product specifications, we thus focused on the role of Strausak in its industry. The idea of adaptive grinding solutions was born. This positioning statement resonates for three main reasons:

  • Tool producers and workshops are often limited because they lack flexible equipment to keep up with fast-changing requirements
  • Strausak machines are highly modular and give manufacturers a lot of flexibility
  • The notion of adaptive implies that Strausak machines are easy to use

We then clarified key brand messages, identified relevant brand themes and made recommendations on marketing channels and activities. We provided the Strausak team with a communication toolkit that could be shared with all their employees and distributors.

From Biel/Bienne to the world

With the development of the brand platform, we helped lay the foundations for the international brand expansion of Strausak. We continue to work with Strausak to refresh its visual identity and support the brand experience of its showroom in Biel/Bienne.