F3 Engineering: Building Precision Relationships.

THE SITUATION:

F3 Engineering was a successful, growing company, supplying mission–critical technology and products to branches of the U.S. military. Their image, brand personality and online communications needed to amplify the vibrant, innovative nature of the company.

Because of the multi–tiered procurement process dictated by the various branches of the military, F3 would benefit from a synergistic message at touch points for each key decision maker.

THE RESPONSE:

Create brand–authentic and consistent images and messages that repositioned F3 from “competent vendor” to “valued resource” in the eyes of potential clients, while also demonstrating the kind of experience and technical expertise required to be included on project bid lists.

To accomplish this, we first employed our Brand Leadership Solution™ to create a distinctive, powerful logo and graphic look for all materials, including a totally new website. The messaging was focused on their “four corners”: technology, innovation, program management and high–precision resources. Finally, we established a brand positioning that explained how they not only created precision parts but also forged “precision relationships.”

THE RESULT:

By evolving F3 to a brand position of “trusted partner” through a customer–centric approach and relevant case studies, the company was able to establish a clear identity in the minds of the numerous client decision–makers. They grew to be regarded not only as a highly functional manufacturing organization but also as someone who understood and supported the needs of those in the armed forces that they serviced.

The deployment of their online capabilities services enabled F3 to be found more often and by more potential customers.