BORMECH

Client:

Bormech is a Słupsk-based family company that has been gaining its position and experience in the LPG tank industry for over 50 years. When new manufacturing possibilities appeared on the horizon in addition to tank production, the company’s team saw the potential and decided to act.

Task:

Bormech has become one of the leaders of tank manufacturing; however, its production capacity in this area has reached a certain constant level. The management saw room for growth but needed support in spreading these efforts properly. Tank production is a key pillar but it is always wise to have another. In the case of Bormech, this means providing comprehensive B2B steel fabrication services that utilize its machinery resources.

How to present a stable family company that used to be associated only with LPG tanks as a modern player in the steel services market? This was the task for Rio – and not only in terms of visuals, but also strategy.

Idea and strategy:

Our initial strategic work had to provide us with context, i.e. where the company is now and where does it want to go. Managing communications the right way was of key importance as we were dealing with a specific, narrow, and highly specialized industry and market. In addition, the potential new client to be won by Bormech had a precise insight. It is a client that values production quality and punctuality in search for a trusted partner that would not only fulfill its needs, but also make sure everything will go according to plan. The client expects a personalized approach, efficient communication, and the prospect of long-term cooperation.

Thus, the path for Bormech was clear. The word PRECISE was used for a reason. Such communication should be sincere and precise as this is what the audience expects. In this area of activity, information should be clear and the message should be simple. This does not mean that the language of benefits cannot be used, but it has to be based on facts. Flat organizational structure is a big advantage as it allows the client to make decisions fast. Meanwhile, the experience and tradition that is in this family company’s DNA are key for credibility and reliability. That is why, the most natural brand essence was formulated as follows: “Specialized support for your business: precisely and on time.”