Good brand development does much more than give your business a solid platform on which to grow. If you’re not clear on your vision or if your team seems to have lost their spark, brand development can also help to reinvigorate strategy – and re-energise your team.
On Success
We helped Randoll Industrial to switch on all of this:
Google Ads that drive results. In a highly competitive market flooded with generalist electricians, Randoll Industrial needed to stand out as the specialist in complex machinery repairs. HeightOn’s expert Google Ads management positioned them as the go-to provider, making decision-making easier for manufacturers in need of emergency support. The results speak for themselves: 4,040 clicks to website, 354 lead conversions, and 8 direct calls. Plus, our advanced fraud prevention strategies saved £2,930 in wasted ad spend.
We kind of knew we needed a website update and marketing support but once we got talking to Chris, he understood exactly what we needed and how to implement it all as effectively as possible.
The brand development work has given us all a renewed clarity about what we do and what we do well and made us look much more like the professional team that we are.
The idea for a brochure is a stroke of genius and I can see how it will really add value to our business in the long term.”
Joel Randoll, Director TMIET CMSE®- Certified Machinery Safety Expert (TÜV Nord)
On Randoll Industrial
Taking advanced electrical engineers to the next level
Randoll Industrial Advanced Electrical Engineers have been quickly making a name for themselves as an expert, reliable NICEIC approved contractor partner for plant operators across the UK. They’re also developed a reputation for reliability with machinery manufacturers across Europe who trust them to install, commission, maintain and report on their products in use across the UK.
They are qualified and expert in reliably delivering comprehensive commissioning and installation, control and automation solutions, systems integration and innovation, maintenance and repairs in a way that maximises uptime, minimises disruption, saves time and enables plants to be more cost-efficient. They’re also taking the lead as industry experts in the evolving area of industrial applications for solar PV.
Their key competitive advantage? They’ve built their operations around the needs of industry, understanding that downtime induced by machinery breakdown, or inefficiencies arising on the production line, are all a cost to the bottom line.
Their rapidly growing reputation meant they needed to regroup to clarify how they wanted the business to grow, and to position themselves with more clarity in the market.
Our job? To give this electrical engineering company that clarity and define a whole new look and feel for the business that exuded the professional partnership approach they already embodied with existing customers.
On the Challenge
Switching on incredible in business potential
The Randoll team knew they needed a new website. That was just the beginning!
They’d been working so hard at the coalface – putting everything they had into building the business – that they’d lost some of their spark and needed a fresh perspective on how to achieve the huge potential they knew they had.
They knew they had to invest in their business to really bring the brand to life in a specialist, niche marketplace that also offers incredible scope. And that’s exactly what we’ve achieved.
Randoll’s online platform has become a powerful springboard for growth, securing new client contracts and expanding projects with existing partners.
Over the past two years, we’ve skyrocketed their digital presence – with their website generating 388,000 organic impressions, 1115 clicks, and their LinkedIn profile growing from 0 to 356 followers.
The team also has a clearer idea about who they are, their ideal target market and what they want to achieve over the next few years. So, our work also feeds into and informs their business strategy.
That’s a lot of ROI On their marketing spend!
“We were delighted to be asked by Joel to position, design and build Randoll’s brand, website and a suite of brochures. These guys have been working hard to build their electrical engineering business – and a solid reputation – in the marketplace. They just needed to get that story out there in the most efficient and effective way possible. And that’s what we do best.”
Chris HeightOn
On the Horizon
The vision for change
Randoll’s website served simply as a basic shop window that was useful to them at start-up phase. Now that they were growing in scale and scope, their website needed to reflect and amplify their growth, credentials and the success they’d achieved for their partner customers.
They also understood the value of good branding and had already invested in high quality research to help shape their strategy going forward.
Their brief to us was to:
Shape future advertising/marketing opportunities
Develop a compelling value proposition and messaging
Design visuals & creatives
Create a suite of advert concepts across print, social & Google
Design a website structure and concept
Design a sales marketing brochure style
Produce a style/TOV guide to cement brand consistency
We were also tasked with producing all subsequent content for that new brochure and website, ensuring a consistent tone of voice that would become synonymous with Randoll Industrial across all touch points.
This was a sizeable element of the project in its own right, but one the HeightOn Agency team could capably manage.
On the Solutions
Our brand design and digital expertise spans a wealth of services we can choose from to deliver bespoke solutions. That means our clients get only what they need to build their business – cost-effective marketing with no padding.
Randoll came to us with research they’d already commissioned. We were happy to use these key insights from customer feedback as our starting point, complementing them with our own market research, to get a complete picture of the challenges and the opportunities.
Then we took all of this intelligence into our brand marketing development strategy, drilling down into the market differentiators, USPs, service features and benefits.
On Brand line development
One of the defining and most valuable outcomes of our brand development process is a brand line that sums up Randoll Industrial and that can be used across all touchpoints to bring clarity and confidence to communications.
It may seem deceptively simple but that is the beauty of it! This brand line embodies the no-nonsense, practical and solutions-oriented approach Randoll are well-known for, and every word works hard to illustrate what they do, who they do it for and how they do it.
As part of this process, we also identified and shaped Randoll Industrial’s core values.
Defining your values is not only key to shaping messaging, but also tone of voice. And, as in Randoll’s case, can give you invaluable insight into the best way to articulate your service offering.
This depth of insight can also help the team to see exactly what they’re doing right, what is unnecessary, where they can add further value and what kind of customer they want to target.
Plus, it all feeds into the overall brand feel, tone of voice and building out the scope of the website.
“For Randoll, we developed a vision that summed up their ambitions as a business, a brand proposition that encapsulated what they do and how they do it, and a value set that not only informs tone of voice but will feed into recruitment and employee comms to help the business maintain exceptional service levels as the team grows.”
Chris HeightOn
On website design & development
As a business keen to reach their potential and open to ideas, Randoll trusted us to design & create the scope of the website and all the content.
That began with developing a site map and content structure as part of our ongoing development process and implementing the brand tone of voice across all sections, for all audiences.
We also had the foresight to incorporate into the initial build a recruitment section into the site, understanding that this rapidly growing business would also need to grow its team of high calibre engineers.
The website embodies the design and brand values established in our style guide.
As brochure experts and enthusiasts, we know how much value they can bring to a marketing strategy and, when done well, how valuable they can be as an evergreen, long lasting and flexible sales materials.
As we grew to fully understand the brief and the client’s ambitions, we instinctively knew that brochures would be a valuable marketing asset for Randoll. And they were convinced too, so they now have a high quality, impactful suite of brochures and print materials to take to market that leaves a powerful first impression and maximises every business opportunity.
For us, the challenge is always to achieve the highest quality finish in the most cost-effective way. And that means considering audience types, messaging, photography, and where and when the brochure will be used. For example, if it’s a mail out, we’ll also consider postage practicalities too!
The original idea was for a sales pack that consisted of an oversized A4 brochure folder to flexibly accommodate collateral tailored to various target audiences. Whether the end user is an operator, manufacturer or commercial business, we could engage with them immediately.
As the project progressed, we saw a bigger opportunity to create something with real stand out. Something that could wow as an initial mail out piece with a personalised letter wrapped around the pack. We also saw the opportunity for the sales pack to be used as a brochure pack, exhibition giveaway and a leave behind at client meetings.
The suite of interchangeable information is housed in a slipcase for longevity and to maximise usability:
Covering letter as a “belly band”
End user brochure
Manufacturers brochure
Machine Safety brochure
Accreditations & Credentials
Printed on premium silk stock with matt lamination and a custom die cutter makes this sales pack a brochure that leaves a lasting impression.
Once we had the brand assets in place, our job was to make sure they’re working and working to maximum effectiveness…
Find out how we took Randoll Industrial to market to achieve even more with:
Discover your business’s potential with our brand development solutions
Whether you’re building a new identity or revitalising an existing one, our tailored approach uncovers the essence of your brand and business in a way that drives business development, realises potential and guides growth.
