Avery Berkel is a brand that has existed for over 100 years. We were asked to deliver a vision report to help Avery Berkel better understand their position in the global market. The report included both internal and external insights into how the business is perceived. The aim was to identify Avery Berkel’s various audiences and deliver key messages and marketing strategies that focused on those audiences.
Research showed that Avery Berkel had been known as a trusted brand. We wanted to re-emphasize this. The vision report helped us to develop the mission statement, brand positioning, values and a simple but effective strap-line: Trusted and Accurate. It also enabled us identify Avery Berkel’s customer base and marketing channels. We then defined a focused sales narrative for these very different customers and focused on why people want to use Avery Berkel’s products, rather than just illustrate what they make.
We helped Avery Berkel move away from selling generic weighing scales to all customers, to selling a bespoke solution to individuals. The website and marketing material now also show the audience rather than just the product. It talks about specific functions that address individual needs. We provided a brand identity that was engaging, relevant and flexible.