Eurohydroservice is the market leader in Kazakhstan in the production of high-pressure hoses, fittings and fittings for VFD, as well as equipment for hydraulic application systems. The brand manufactures products of the highest quality segment, manufactured by the most innovative technologies with the use of the latest European equipment.
The task
"Eurohydroservice" applied to us to develop core corporate meanings that would be able to communicate their value and benefits to a client, usually unaware of such a complex engineering business. We were tasked with building an effective corporate brand for a special equipment manufacturing company in line with the strategy developed at the author's workshop "Vysota".
The client wanted to reflect the company's obvious advantages with a strong corporate brand to get away from stereotypes and negative associations with the industry, as well as to create service value in the eyes of potential customers. Despite the fact that the company itself had already attempted to develop a slogan: "We know everything about hydraulics", and had branded products, this was not being realised effectively.
In order to solve this problem, we offered Eurohydroservice our methodology of workshop "Altitude", where we involve key employees, customers and create a value proposition together, understanding the problems and aspirations of customers. This is a strategic two-day session where we work with the client's team to develop the best ideas to create the company's positioning and branding ideas.
During our workshop, Eurohydroservice staff analysed the key customer pains, which determined the future trajectory of the brand's value proposition and communication. Using a proprietary strategic tool, Platform for Growth, to search for hypotheses and positioning, two archetypes were selected: the "Ruler" and the "Caring". This segmentation of characteristics perfectly describes Eurohydroservice, if the company were a person for whom concepts such as "reliability" and "confidence" are fundamental.
An intensive two-day branding exercise helped to formulate the mission statement: "We will always manufacture and supply hoses and components for all types of specialised equipment, reducing accidents, downtime and costs, so that our customers spend more time on their main goals and feel confident". These same values have formed the basis of employee onboarding, and were the first 'building blocks' for a strong HR brand, where everyone works to develop the confidence that customers have in the company. This approach adds a special value to the brand.
To ensure that Eurohydroservice evokes the right associations, a corporate identity was also developed that maintains continuity with the old one and emphasises the articulated characteristics. To convey this, we made the logo fonts more "stable" by thickening them, and now every letterform looks clear. The updated visual communication speaks of the brand as a trusted partner you can rely on.
The new brand identity lends itself beautifully to merchandise ranging from scotch tape to coffee cups, turning the company into a true ecosystem. We also created a brandbook, a systematic document that keeps the focus on the core values.
The developed mission has created a certain brand block, which is reflected even on small coffee cups in the customer area, down to the interior details. The resulting merchandise is an extension of the articulated mission that every employee of the brand serves.
The Getbrand team are delighted to be working with the company and believe that Eurohydroservice has strong potential to become a true TNC.
