For companies with a wide variety of activities, projects and clients, it's often challenging to present themselves to their target groups in a concise yet complete way. Especially when these activities can lead to cross-selling, it's essential for such a company to position its brand clearly in order to exploit the full market potential.
A case in point is Coelembier, originally a carpentry company from Kuurne. Today, Coelembier has evolved into a versatile construction company that makes and installs custom work for commercial and residential projects, as well as offering construction coordination for architects and contractors. Moreover, they take care of facility management. MOQO took up the task of clarifying their brand positioning and creating a clear brand story.
Additional to an internal study of the company's business potential and objectives, we based our approach on a target group analysis. This led us to grouping all activities under the main brand Coelembier, within three separate departments that harmoniously become one in the brand story. The new tagline 'maatwerk en meer' – which translates to 'customization and more' – highlights the heart of the company and leaves room for more activities to be added. Starting from this brand strategy, we created a solid foundation for the development of a new website and marketing plan, with a focus on social media.
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