HOFFMANN GROUP – New self-image for Europe's leading tool merchant
As a leading distributor and manufacturer of quality tools, the Hoffmann Group is the market leader in Europe and has been family-owned since 1919. The market environment has changed significantly in recent years due to digital technologies and new competitors new to the industry. Hoffmann is meeting the associated challenges with a new strategy under the motto »To the next level. Together.«, which has a clear objective: To become the best company in the industry in every respect – the classic and digital service partner for tools.
With this in mind, Truffle Bay developed a new brand identity for the Hoffmann corporate brand. The focus was on elaborating a sustainable positioning with a trend-setting purpose as the basis and driver of the transformation process in the company. In an international project with close involvement of the company's employees, customers and suppliers as well as other industry experts, the decisive brand-strategic aspects were filtered out, evaluated and transferred into a new, future-oriented self-conception.
CLIENT
Hoffmann SE, Munich
www.hoffmann-group.com
INDUSTRY SECTOR
Retail, Technology
SERVICES
Insight: Brand analysis, Strategic analysis, Market analysis, Customer analysis, Competitive analysis, Cultural analysis
Identity: Purpose & brand positioning, Story & key messages
Experience: Internal Branding, Print media, Digital design, Change Communication
CULTURAL ANALYSIS
Balancing cultural heritage and future requirements
In addition to the brand-relevant aspects of the strategy, Truffle Bay intensively analyzed the very specific and strongly anchored and lived corporate culture of the Hoffmann Group and took it into account accordingly – because the new corporate identity primarily pursues the goal of raising the value-oriented corporate culture to the next level for the future and making it fit for digitalization and further international growth. The comprehensible linking of the cultural value system, which has grown over decades, with new, future-oriented attributes has contributed significantly to the acceptance of the new brand within the workforce.
PURPOSE & POSITIONING
Hoffmann enables people to perform their best
The new Purpose »Enabling people to perform at their best.« sums up the essence of the Hoffmann brand: the company does everything to enable customers and employees alike to perform at their best. The brand values »pioneering«, »precise« and »personal« combine the valuable heritage of the company, which has been family-run for almost 100 years, with a clear ambition for the future.
In other words: Hoffmann wants to revive its pioneering spirit and not rest on its laurels. Absolute reliability and delivery performance as well as the development of excellent products will continue to be the cornerstones of the Hoffmann corporate brand. In addition, personal and trusting cooperation with customers and colleagues continues to be a relevant unique selling point. Entirely in the spirit of an exemplary family business.
INTERNAL BRANDING
Comprehensive measures for the introduction of the new identity
In addition to developing the brand identity, Truffle Bay also provided intensive support in anchoring and communicating the new purpose and enhanced self-perception – in conjunction with communicating the new strategy – to managers and employees. This included a specially designed microsite, a strategy and values booklet, a CEO mailing, posters and a »Purpose & Values Card« for every employee worldwide.
You have questions about this project or want to work on advancing your brand?
We look forward to your inquiry and will be happy to advise you on the phone or arrange a personal meeting.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test
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