Repositioning a Logistics Company. How we helped rebrand and elevate thier online presence.
Our Challenge
A Logistics Company Rebrand – A challenger air logistics company approached Polar London seeking assistance in reimagining its presence in the sector. With a shifting market and increased competition, they knew they needed to redefine their brand proposition, get closer to their customers, and revamp their whole marketing approach to reassert themselves in the market. Polar took on the task to fully immerse in the sector, the business and its heritage, as well as its customers to help shape and refine the brand proposition and support the brand’s marketing and business ambitions.
- Outdated Branding: We needed to develop branding and messaging to stand out in the highly dynamic sector.
- Fragmented Marketing Strategy: We needed to define a coherent digital marketing strategy to effectively reach and engage their target audience.
- Limited Audience Segmentation: We needed to analyse and segment our client’s diverse customer base to understand who were dealing with and what mattered to them
- Legacy Website: We needed to reimagine the web experience e in terms of design and functionality, user experience and path to conversion.
Location
UK
Industry
Logistics
Target Audience
B2B: Couriers, Forwarders, Integrators and Airlines.
Objectives
Unifying a board of directors to help develop CFL’s identity for a modern digital era. Identifying its market position, elevating its brand identity, and bringing their website up to modern standards.
Brand development
Our Approach
1. Comprehensive Market Analysis: We conducted a thorough analysis of the air logistics industry landscape, competitor strategies, and emerging trends to benchmark coverage, and identify gaps and opportunities.
2. Audience Segmentation: Using data analytics and customer insights, we segmented the client’s audience based on demographics, behaviour, and preferences to personalise marketing messages.
3. Brand Proposition Development: Working closely with CFL, we crafted a breakthrough brand proposition that highlighted their unique value proposition and differentiated them from competitors.
4. Marketing Strategy Formulation: We devised a holistic marketing strategy encompassing digital channels, content marketing, social media, and targeted advertising to maximise reach, salience and engagement.
5. Full rebrand: Making use of the insights gained from the market analysis and audience segmentation, we modernised the client’s brand identity, including logo redesign, colour palette, core marketing asset library and brand messaging, brought together in a new set of brand guidelines.
6. Website Refresh: Our team designed and developed a user-centric website aligned with the redefined brand identity, focusing on intuitive navigation, mobile responsiveness, and seamless user experience.
Services Provided
Brand strategy, branding, website UX, content, design and development, and video production.
From a strategic deep dive to a full rebrand, we produced new brand guidelines and rolled them out across CFL’s digital channels, including a new website redesign and build.
Results
- Improved presence in the market: The client successfully repositioned itself in the market with a refreshed brand identity and compelling messaging that resonated with target audiences.
- Improved Brand Perception: The rebranding efforts enhanced the client’s brand perception, positioning them as a modern, reliable, and customer-centric courier service provider.
- Increased Website Traffic and Conversion: The new website is poised to attract higher traffic volumes and improved user engagement, leading to a potential uplift in conversion rates and online bookings.
- Customer Feedback: The client received positive feedback from customers and stakeholders, validating the success of the rebranding and website redevelopment efforts.
Conclusion: Polar London helped the air logistics company stand out in a crowded, dynamic market, reasserting its age-old qualities to customers, prospects as well as employees, and with it ushering in a new and exciting era of growth.
What our clients say
“I have worked with Polar for the last two years. They transformed my business from inward-looking and unsure about finding new customers to one that fully understands our proposition and target audience.
Polar designed a new brand that perfectly reflects who we are and who we will be for our customers over the next decade. Their support has been a critical strategic asset, improving business outcomes across our entire organisation.”
