SWM
Brand Identity.
Initially, SWM & Waste Recycling was looking for a new corporate brochure, ready for a big tender. At that time they had three trading companies and three very similar logos for South Molton Metals Ltd, SWM & Waste Recycling Ltd, and Kirton Recycling. Ltd
There was some confusion amongst their customers and staff regarding the company’s name. We recommended that they move to one ‘master brand’, SWM, and add the strapline ‘Recycling your waste for a better future'.
At the lower end, waste management companies were offering a simple service e.g. ‘Cash for Scrap’ and larger, more evolved companies were educating, focusing on green issues, and giving something back.
We also learned that whilst the price was important, it was not the top consideration. Environmental issues and sustainable waste management came first.
We also found that customers were very familiar with the scrap metal service but were largely unaware of the full range of services. This resulted in the introduction of a service colour bar. This appears on ads, email signatures, literature, etc, and is working hard to reinforce their total offer at every opportunity.
With all this in mind, we developed a new corporate brochure and updated the website to reflect the same theme and values.
” After 16 years in business, we decided to rebrand, to reflect a more consistent message to our existing and potential clients. We engaged Brand Scale to provide us with marketing guidance and practical support.
“Companies are looking for someone with the ability to be both an analytical problem solver, comfortable at a strategic level, and work as one of the team to give hands-on support when needed. Shirley & Brand Scale provide just that. They have been working with SWM for some time now and have developed our marketing strategy. Shirley is the brain behind the SWM RE.WORK INITIATIVE; our award-winning corporate social responsibility program and this has lead to lots of positive press coverage. Shirley and the Brand Scale team continue to provide sound strategic direction and excellent service.”
Martin Mogford, SWM Managing Director