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Armaflo
Carving a distinctive market position for a fast-growing M&E supplier
+ Focused brand approach, tailored to independent M&E contractors
+ Recognisable branding at every customer touchpoint
+ Growing suite of content from the UK's leading stockist for first-fix M&E
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Finding themselves at a point of inflection, the team behind the Armafix brand had a requirement to update their brand name, coupled with a desire to better reflect the market the company now serves under its new name: Armaflo.
Within the desire to evolve the brand was a need to refine their overall brand strategy and the message that conveyed it. As part of the strategy phase, we worked with Armaflo's senior management team to identify the target market where they delivered the most value, and the specific stage of construction projects that they were best positioned to support.
Identifying market segments
Detailed strategic analysis
Zing founder and strategic consultant, Rob Smith, led a series of workshops and follow-up sessions with Armaflo's board of directors. A detailed audit of Armaflo's market position was conducted to determine the opportunities for the brand's future trajectory.
Establishing point of difference
Carving a distinctive market position
Through detailed discussions and competitor analysis, we found the sweet spot where the Armaflo brand delivers most value. This crystal-clear focus on supply certainty for first-fix M&E contractors forms the foundation of the Armaflo brand today.
Establishing the new brand
Forming a distinctive visual identity
To set Armaflo apart from its competitors, a brand new identity was introduced. Designed to be distinctive and instantly recognisable in busy construction environments, the bright new brand sits proudly at every touchpoint — from products and packaging to vehicle liveries and product brochures.
Crafting compelling brand messaging
With the target market sector and brand values sharply in focus, all brand assets were updated, including the website. Along with a fresh new look, new messaging was implemented to speak directly to the target audience, prompting them to take action.
Providing detailed guidance on Armaflo's new visual language
A detailed brand handbook was created to equip the Armaflo team and their marketing partners with the tools required to put the new brand to use. The handbook encapsulates the values, narrative and visual aspects of the new-look brand.
Earning market trust with thought-leadership
Creating content that bolsters brand strength
Armed with a firm foundation upon which to grow their business, Armaflo continues to produce branded content which sets itself apart from the competition, focusing on providing the industry with trusted, bankable guidance for successful M&E installation at first-fix. From guidance and installation videos to regular product foci, the Armaflo brand is renowned for openly sharing its ever-growing industry knowledge, and providing an unrivalled customer experience at every touchpoint.
Client testimonial
