Alliance Laundry Systems launches refreshed brand developed with HK agency

2 January 2018

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

In 2017 the group broke through a major sales target, cementing its role as the dominant force in global laundry. The group enters 2018 with a refreshed brand on an engaging new group website.

Alliance’s new look is the first tangible result of the group’s strategic focus on brand building as a key factor for growth. In late 2016 the group launched a comprehensive multi-brand upgrade to assert and expand its global influence.

Global multicultural branding agency Stepworks supported Alliance’s Asia Pacific marketing communications for several years. The productive collaboration led to Alliance partnering with Stepworks to evolve its global brand. The overall objective was to align the group’s global brand strategy and business strategy.

Building a house of brands

The complex project involved rationalizing Alliance’s collection of go-to-market product brands acquired or inherited in the previous two decades.

The Alliance executive team realized that role overlap was diluting the potential power of the five product brands. Developing a brand architecture that clarified the roles and relationships of each brand was crucial. The Stepworks team worked with various Alliance stakeholders to produce a thorough brand audit, brand strategy and roadmap for the future.

An ongoing story

The new-look umbrella group brand is the first chapter of the story. The group is active in every market segment, including home laundry, via a collection of go-to-market product, service and innovation brands.

The successful collaboration between Alliance Laundry Systems and Stepworks presents a textbook case of how a multinational can apply branding to spearhead organisational transformation on a global scale.

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