Facilitating change for a global leader

Deriving value by aligning brand and business strategy

Alliance Laundry Systems is the world leader in commercial laundry, in terms of sales, reach, range and R&D investment.

After a period of rapid global expansion, the group recognised that a revitalised group brand, and clearly differentiated product brands, would help sustain momentum and accelerate growth.

Stepworks was appointed to assist with the year-long global rebrand project. Brands and sub-brands were aligned with business objectives to spearhead change across the organisation.

Rationalising the house of brands helped to clarify and simplify the group’s business proposition to multiple audiences

Value created

Stronger business – The initiative involved the entire senior Alliance team, and encouraged them to consider the business from the viewpoint of multiple stakeholders. The brand strategy and brand expression now support the business strategy and guides C-suite decisions.  

Premium positioning – The brand audit revealed many stakeholders felt the group was misperceived. The new group branding correctly positions the group as the sector-leading multinational with five premium product brands.

Rationalised brand assets – The process enabled the executive team to consolidate, simplify and streamline their brand architecture. Subsequent brand investments will be more focused and efficient.

The old logo on the left did not accurately reflect the premium positioning of the group

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