Suncoast Post-Tension, the industry leader in post-tension high-rise and slab on ground applications, approached Axiom for help with brand strategy and positioning. Suncoast wanted to position themselves as the largest unbonded post-tension specialists, and highlight their innovation and R&D to contractors and engineers in the United States. Suncoast needed to update its marketing messages and sales collateral to reflect their market position.
We started the initiative with our proprietary process, THE AXIOM™ Marketing Strategy Profile. Through guided discovery sessions and interviews with senior management, the company’s positioning, differentiation and key selling messages were defined. As part of the brand refresh, Axiom crafted the positioning line “Solutions from slab to sky”. The branding was launched with a sales collateral kit, including a pocket folder and services brochures.
“Our corporately-inherited brand guidelines, unique business model, and alternative approach offered Axiom a challenging partnership opportunity and has resulted in a branding program we can continue to build upon as we further strengthen our positioning as an industry expert and National thought-leader.”
– Naomi Spector McGehee, Marketing & Communications Manager
THE AXIOM™ Marketing Strategy Profile is both a process and a deliverable — and it serves as the foundation and guidance for any subsequent, fundamental branding initiatives. Through this process, THE AXIOM identifies the brand truths of positioning and persona. THE AXIOM often also provides a customized tactical rollout plan to support and nurture the resulting new brand.