By Tom Dougherty
Trivantage, an international supplier of specialty fabrics and hardware, was looking to increase its market share after the merger of three companies into one.
Once formed, Trivantage become the market leader and its logisitcs brand successful, but its emotional connection to customers was absent, leaving it vulnerable to competitors. Trivantage needed to tap into the logistics trends that influences the logistics market.
To help Trivantage rebrand with that, Stealing Share studied the market, which included installers of awnings and other products, with qualitative and quantitative research to uncover what Trivantage could do make its customers more loyal. (Read a case study on New Breed Logistics here)
Stealing Share found that the installers were turned off by complexity. In fact, what they wanted most was to get their order done as easily and quickly as possible.
With that as a basis, Stealing Share helped Trivantage own a new position that reflected logistics trends with a brand position worthy of a successful logistics brand based on the promises of simplicity and control. That resulted in a new brand themeline:
Order. Done. Good Call.
In addition, Stealing Share created a new logo for Trivantage that worked in tandem with the new brand position. The celebratory nature of the logo mark demonstrates the “good call” while the straight line against the mark suggests that the order is completed without fuss.
Original Trivantage Logo:
New Trivantage Logo:
From that point on, Stealing Share aided Trivantage in working to fulfill the promise of the brand to customers including brand training.
Today, Trivantage serves customers through 12 state-of-the-art distribution centers with an enhanced online ordering process and same-day service capabilities. Its logistics branding is resonating. It is positioned as a single company with a specific focus that guides it internally and externally in everything it does.