Where purpose-led marketing and collaboration leads to good business.
Client:
SBS Tanks
Capabilities:
Brand Development
Overview:

The challenge

SBS sell industrial-sized water tanks across Africa and the world. They wanted to establish their brand in a way that would show their passion for South Africa, differentiate themselves from their competitors and attract like-minded businesses.

The solution

By unlocking the potential of the business’s vision and mission we were able to define the brand’s positioning using its purpose led-approach.

 

A brand idea was developed that encompassed the ethos of the business. “Build for Better” was not just a slogan, but a platform that embodied the culture of the business. It represents how the business operates and its belief in the shared-value economy. The new positioning was carried through into the brand’s refreshed corporate identity as well as digital media and print.

 

To expand on the brand idea we collaborated with a content partner to establish “The Build for Better Initiative” –  An SBS funded content platform that shares good-news stories of hope and positivity from around South Africa.

The results

The Build for Better Initiative content generated massive earned media, garnering free outdoor, PR, and exposure from significant free flighting on airport TV bringing the SBS brand to millions of South Africans. Dedicated brand communication tied the initiative and SBS as a company together.  The results? An increase in staff morale, inspiration and drive –  and a 2000% growth in business leads.