Brand intelligence process rebrands MPower
MPower (previously M&H Power) is a leading provider of innovative and dependable power solutions in Australia and throughout Asia Pacific. Their customers range from mining companies, small businesses electrical wholesalers, emergency services through to the largest contracts with the Defence force. MPower is unique in the Australian market place because it is so diverse, covering many product lines that meet the needs of numerous customer segments. It services Commonwealth Bank, MLC, Sydney Harbour Tunnel and the Department of Defence to name just a few.
Professional expertise with a personal touch – a supplier with soul
Marketing was usually the domain of Paul Sharp, M&H Power Managing Director, but with a growing company, time constraints and complex issues to face, it was decided to look for outside expertise. MPower came to Taurus in early 2008 with a brief to help raise profile and brand awareness.
On examination, Taurus discovered the company had grown from revenue of $4.5 million in 1995 to $55million in 2008 through aggressive and robust acquisition.
The process resulted in a collection of different company names and logos within the group such as Advanced Power, Westpower Rectifiers and Genpower, a complex product portfolio, a mix of internal cultures and a confused overall identity.
Taurus suggested M&H Power went through the Taurus strategic planning methodology to determine a more unified approach to the corporate image and perhaps re-brand to unite the disparate group of companies without losing sight of the core competencies that made each company in the portfolio independently successful.
TaurusBullseyeTM methodology kicks in
A strategic Messaging and Positioning branding workshop lead by the Taurus team and attended by the M&H Power Executive Team and Board resulted in a very open and honest appraisal of the business within the context of the company’s expected aggressive growth objectives. Armed with the information from their due diligence, Taurus formulated a situational analysis that led to a comprehensive strategic marketing plan.
The cornerstone was to unify all the acquired brands into one strong and easily identifiable company name that would be embraced by external stakeholders and the employees of the company. After a rigorous review, analysis and concepts creation, Taurus created the new name and brand – MPower.
Taurus then showed how the MPower re-brand could be leveraged across all marketing and sales collateral. This included the website, advertising, public relations, press releases, facts sheets stationary, uniforms and corporate signage.
Taurus listens to deliver increased revenue
The new umbrella brand was launched in mid 2009. MPower now encompasses a uniformed, professional company and is recognised as a leader in its field. Qualitative feedback from customers and suppliers is also very positive with all materials being seen as impactful, clean, crisp and easy to understand.
MPower requested increased brand awareness to increase sales, Taurus delivered
“The Taurus winning attributes was their depth of understanding of our business, their professionalism, infrastructure and that they had soul. The success Taurus had achieved with other corporate rebranding initiatives as outlined in their case studies was the tipping point.”
Paul Sharp, Managing Director, MPower
Taurus prepares MPower for future growth
With the strategic foundation in place, a robust implementation plan executed and strong results achieved, the templates developed by Taurus were able to create a consistent look and feel across the entire brand.
“A value add and pleasing outcome working with Taurus was that we were able to re-brand and set up templates going forward, so that everything we produce is done with a level of uniformity and is easily recognised as MPower. I would give Taurus a 9/10 for our experience with them,” Paul comments.
“The Taurus team listened, heard us, formed their opinions, were very professional and delivered what they said they would deliver. It was this project that resulted in the step change in revenue in excess of 20% over a year and half since the re-branding exercise.”
Paul Sharp, Managing Director, MPower