Creating a compelling brand voice and identity
Compona is the No.1 supplier of connectors and cable assemblies in Switzerland. They pride themselves on having a deep working knowledge of their niche sector and can provide product and technical solutions that meet clients’ needs.
After being acquired by TTI in 2018, Compona realised that their brand no longer reflected their position as Swiss market leader, and was in need of significant overhaul if it were to retain its customer perception.
Originally, we came to Herron for a refresh of our presentation and its content. We were looking for an outside perspective. When you’re so deeply involved in the business on a day-to-day basis, you become focused on those things that you do every day. To us, what we do, and its value, might be completely clear. But a potential customer might not see it that way.
Our process began with an exploratory brand workshop to find out what set Compona apart form other connectivity specialists.
This was a fascinating session that unearthed considerable insight around Compona’s journey as a business, their customer philosophy and their core purpose: connecting their customers with the best technical solution to achieve their goal.
Our solution is inspired by the dynamic application of the brand range of connectivity solutions that Compona delivers to global innovators.
The simplicity of the logo is maintained while being subtly augmented with a stylised ‘C’ and ‘O’ which reiterates the power of Compona’s connectivity solutions. The proprietary brand graphics emulate the form and motion of synapses firing in the minds of innovators to express Compona’s synergy with the ambition of its end users.
The old logo was a little bit old fashioned; it looked like it was from the 1980s. The new logo was a big step in our evolution, but a absolutely positive one. It’s much easier to use, it looks better, it has more punch. Visually, it has more power and impact. And the tagline is absolutely on point when it comes to describing what we do and who we are.
This compelling new brand image is supported by a fresh set of brand values, positioning statement and brand signature, all succinctly articulated in ‘client centric’ language that speaks with confidence and authenticity.
Our work with Compona has resulted in a brand image and voice that not only reflects its contemporary position as a connectivity specialist driving innovation, but also as a genuine partner helping to realise clients’ ambition.
