Two brands, one strategic vision
The Brand and B2C/B2B Marketing Strategy Behind The Success of Two Brands Merging
Client. EPS* is a long-established business supplying building products primarily to the trade sector. Following the acquisition of MDC*, an online direct-to-consumer business, EPS needed strategic clarity on how to position both brands and unlock the full opportunity the merger presented.
Expertise.B2B (business to business) Marketing Strategy and plan, B2C (business to consumer) Marketing Strategy and Plan. Brand Positioning & Architecture, and E-commerce marketing strategy, Audience Segmentation, Marketing Audit, Email Marketing Strategy, Social Media Strategy.
Mission. To bring strategic rigour to a pivotal moment, protecting what EPS had built in the trade sector while mapping a clear, future-focused growth path for both businesses.
Impact. A successful B2B and B2C brand and marketing strategy with distinct, complementary identities, ecommerce strategy and a step-by-step marketing plan, resulting in successful growth across both EPS and MDC brands.
*The client's name has been changed to protect the company's identity.
The objective
EPS had spent years building a strong reputation in the trade sector. The acquisition of MDC, an online direct-to-consumer business already performing well digitally, brought real opportunity, but also real complexity. With two brands serving fundamentally different audiences, EPS needed more than enthusiasm; they needed a clear brand architecture and marketing strategy and a firm grip on their marketing objectives.
The challenge for Objective as a b2c and b2b marketing agency wasn't simply how to grow MDC. How would our Marketing and Branding Consultant solve a challenge of bringing together two distinct brands without compromising the trade relationships of EPS, while also exploring what more MDC e-commerce could become? This includes the need to develop a scalable e-commerce marketing strategy and even a potential B2C retail presence. The missing piece was a coherent brand architecture and a grounded marketing strategy and plan to bring it all to life.
Our approach
Our Marketing and Branding Consultant worked alongside EPS to develop a brand architecture and marketing strategy that aligned both businesses for long-term success. We:
- Identified and segmented key audiences across both brands
- Audited the effectiveness of existing marketing channels, activities and identified opportunities for improvement
- Analysed industry trends and future market opportunities
- Determined the most effective brand architecture for EPS and MDC
- Created clear brand positioning for both B2B and B2C businesses
- Developed messaging tailored to each customer group
- Developed a long-term strategic roadmap and marketing plan
- Strengthened MDC's ecommerce marketing strategy
- Developed email marketing and social media strategies to support customer growth
The Impact
Armed with clear insight and a marketing strategy built around their specific situation by our Marketing and Branding Consultant, EPS was able to set their company vision in motion. They established a firm separation between each business entity - giving both EPS and MDC the space to grow on their own terms. The result is a clear brand identity for each business, a realistic step-by-step plan, and a stronger marketing strategy underpinning both brands going forward, with tangible growth across the board.
To find out more about brand and marketing strategy services or e-commerce marketing strategy expertise, or any other services you may require from a B2C and B2B marketing agency, please contact our marketing and branding consultant.