Haydon Corporation positioning an industry leader
Branding | Positioning
How do you help a growing commodity business find its voice?
Challenge
Haydon Corporation — one of the top three providers of strut in North America — provides high-quality products at competitive pricing. The challenge came in differentiating themselves from their competition, all of whom could make a similar claim.
Insight
Research revealed that a “people-first” commitment to the collective success of the company, their employees, and their customers was woven throughout the organization, and an important reason people formed long-term relationships with Haydon.
Approach
We put the idea of a shared vision of success first and foremost in Haydon’s positioning, bringing it to life with crisp, lively brand language.
Our organization has undergone significant change and growth over the past several years and so we needed to coalesce around a central vision and language for our business. I had worked with Suzy and her team many moons ago when I was in Media and had no doubt that they could adapt to a different industry. SJI did not disappoint! They listened to our people, learned about our company, and delivered a piece of work that will help define us for many years to come.
Patricia Wagstaff Chairwoman
Execution
New company Mission, Vision, and Values were created to galvanize Haydon staff and excite current and potential customers. A new brand story brought Haydon’s voice to life on their website and promotional materials.
SJI was engaged to capture and document our company’s DNA and distill it down into our first-ever mission, vision and value statements. This was no small task. We know what we do, how to do it, and always get it done, but, we weren’t able to articulate as clearly the essence of who we are as a company and what drives our people to do what they do so well. SJI worked quickly and efficiently, helped the business through some thought-provoking discussions, and produced quality work. It was a pleasure working with Suzy and her team and I wouldn’t hesitate to do so again.
Adam Woods CEO
