“Frawley Branding have a very professional approach to business. They truly understand our core values and what our brand stands for. This has helped us to align our brand strategy with our business strategy to help us to succeed in the Design Print and Packaging sector. We’ve really enjoyed the process and look forward with great enthusiasm to what the future holds for Cube.”
Brendan Ring, Managing Director
Cube is a leading provider of print, design and packaging solutions in Ireland. The company engaged Frawley Branding to undertake a project to help measure and understand how their brand is perceived in the marketplace.
- Understand how their customers perceive the brand
- Develop a brand strategy to align with the company’s overall business strategy
- Differentiate the company from the competition
- Refresh the current look and feel of their branding
- Develop a fully integrated marketing strategy
Following extensive customer and employee research we garnered important insights which helped formulate an effective brand strategy for the company. One key insight was that the name Cube printing was associating the company with just printing. This was a limiting factor and not consistent with the company’s strategy as design and packaging are also two core revenue streams.
Further to this also we noted that customers and employees simply referred to the company as just Cube. With this information in mind we proposed renaming the company to CUBE and building the brand from this platform.
We needed to focus on Cube’s true differentiators such as reliability, doing whatever it takes to get the job done, care for the customer, pride and their people.
Cube’s customers have continually stated that one of their key attributes is Reliability. The business truly cares about not letting a customer down and tries to make life easier for the customer. Accomplishing this is no mean feat and in some cases it means going above and beyond the call of duty even if it does cause some disruption with internal scheduling.
Its seems to be ingrained in Cube that pushing the envelope or going beyond commonly accepted boundaries is the norm. We believe that the new positioning statement not only highlights to potential customers their willingness to extend the normal limits of performance but is also a reminder to management and staff of why their customers are loyal to Cube.
From these insights, we developed a positioning statement we believe not only sets the tone for the company but also differentiates it from the competition.
Committed to Exceeding Expectations
Our process, also helped uncover the company’s core values of CARE | UNCOMPROMISING | BESPOKE | EXCELLENCE which accurately reflected CUBE’s brand essence.
Cube really do care about helping the customer out
Cube will absolutely, unequivocally bend over backwards to get the job done
Cube will create and develop innovative solutions for the customer
Cube will strive for excellence in every facet of the business where every little detail creates the big picture
CUBE is a leading provider of design, print and packaging solutions and is 100% committed to exceeding its customer’s expectations. This is achieved with our state of the art facility, industry leading management information system, quality approved systems/procedures and a motivated team of highly skilled people who will always meet and exceed our customers evolving demands.
The Brand Identity
We have taken inspiration from the Cube shape and developed a brand mark which is aligned with our research that at the very core, CUBE are committed to going above and beyond to exceed customers expectations.
We have created an opening in the shape recognising that to exceed expectations literally means to extend beyond the normal limits or boundaries. CUBE will not be restricted by standard parameters in doing whatever it takes to successfully complete a project for their customers.
Once the branding project was complete, we were challenged to deliver an integrated marketing strategy to outline how to take the company’s new branding and messaging to the market.
Website Design and Vehicle Livery
Completed Scope of Work
- Customer interviews
- Employee interviews
- Customer segmentation & profiling
- Market research & analysis
- Strategic brand workshops
- Brand mission
- Brand personality
- Brand truths
- Brand strategy
- Brand naming
- Brand Positioning
- Brand identity design
- Brand identity guidelines
- Marketing strategy
- Website strategy, design & build
- Company corporate brochure
- Videography and photography
- Signage across full company fleet, buildings and products
- Full suite of stationery
- Key Messaging and activation across suite of sales collateral
- Workwear design and guidelines for usage
- Tender document templates
- Presentation templates