Supply Chain Services (SCS), a company that provides customized purchasing and supply chain solutions to companies in the hospitality, food, retail and service industries, approached RockOrange with a challenge many companies face: does your brand tell a powerful story?
The best brand stories are those that are compelling, emotional, and proactive. Often, they just need to be simple so that the target audience can connect with it. SCS wasn’t telling its brand story in a way that helped them differentiate themselves from competitors or communicate the achievements of their seasoned team. As a result, they weren’t generating the buzz and awareness they wanted among their target market.
RockOrange worked closely with SCS to craft a more inspiring story that will humanize their brand and make it more consumer-friendly by simplifying their message. Their initial messaging utilized a lot of industry jargon that was confusing for the general audience.
We knew that their content had to change drastically so anyone could understand the work they do. But content was just the beginning. We needed to take an integrated approach to completely rebrand them in order to accomplish their goal.
First, we created a tagline for SCS that summarized the message they wanted their audience to walk away with: “Leave it to Us.” SCS’ main message to their clients is that they don’t have to worry about anything, because the company will work as an extension of their team through collaborative efforts. With a relationship with more than 300 suppliers, SCS helps companies develop the supply chain strategy that best fits their unique business goals, including purchasing, contract negotiation, distribution and logistics, and global sourcing and fulfillment solutions.
Second, we revamped the look and feel of their website and worked with our digital and creative team to make some magic. The website is the most important tool any brand can have. If it seems difficult to understand or navigate, then you’ve lost your audience, and you are most definitely losing out on business. Along with the website makeover, we also created a manual to help them manage it long-term.
As we gave the site a new look, we worked closely with SCS to schedule a photo shoot that would allow us to convey a more collaborative and consumer-friendly attitude through imagery. A picture really does say a thousand words, and we needed to make sure those words were fresh and aligned with the new messaging.
And finally, the hardest step: simplifying ALL of their content to make it rock solid. Let us tell you, that was one heck of a challenge but we LOVED it! We made it easy for anyone to understand their services: what they do and how they can help businesses. The best part? They now get to leverage the new foundation we have laid out for other projects, including digital and social media efforts.
We leave it up to you to judge our work. Check out SCS’ new website and let us know what you think!
