Background
Plastribution, the UK’s premier distributor of plastics raw materials with an £80m+ turnover, sources globally from major petrochemical producers. Specialising in thermoplastic raw materials for diverse industries, including packaging, construction, automotive, medical, industrial, and electrical applications, Plastribution is widely recognised as the preferred UK supplier.
Challenges Faced
The management team of Platribution understood the need to enhance marketing communications related to partnerships with manufacturers to remain competitive. It was vital to keep focusing on innovation to thrive in a market closely watched for environmental impact and subject to ongoing economic shifts and pressures.
They aimed to weave marketing seamlessly into everyday business activities, closely synchronising it with sales to position Plastribution as the leading authority in the field. The goal was to boost brand recognition by becoming a thought leader, contributing to the industry’s growth instead of just selling to it.
Strategic Intervention
After successfully hiring a creative branding agency to support this initiative, the business looked for additional expertise to collaborate effectively, ensuring that core brand truths were transformed into impactful, sales-driven marketing initiatives. They recognised my business as a suitable partner and engaged us directly.
Development of Core Brand Identity
Through a series of discovery sessions, market research, and on-site workshops, I collaborated closely with the creative agency to delve into Plastribution’s operations and engage with its internal teams. This collaboration led to the creation of several key brand assets, notably the ‘we make it work’ strap-line and the three core pillars: ‘expertise, innovation, process.’ These elements shaped the strategy for Plastribution’s visual brand identity and tone of voice, establishing the company as a forward-thinking partner in its target sectors. This foundation sparked numerous follow-up campaigns and brand marketing efforts.
Creation of ‘Know-How’ Sub-Brand
Next, we conceptualised and managed the creation of a new sub-brand named ‘Know-How.’ Distributed across multiple publications and resources, it positioned Plastribution as an authoritative thought leader in the industry. The ‘Know-How’ magazine, which included market intelligence, sustainability efforts, product details, industry best practices, and expert opinions, quickly became a vital resource within the industry.
Collaborative Process and Outcome
Serving as the central connection among various stakeholders, I played a pivotal role in channeling expansive concepts into practical processes and tasks during the brand development phase. This involved distilling the intricate business offerings into a cohesive set of marketing tools, messages, and campaigns. The project evolved into the most successful brand in the UK plastics industry, leading to a substantial increase in new sales for the business. Consequently, Plastribution realised a sales growth exceeding 15% in the first post-rebrand year alone.