Developing a brand from the ground up

It’s a wonderful, yet rare, opportunity to take a “clean slate” approach to branding. G Temple was able to undertake this task when Mazak Optonics came on board as a new client.

We began by preparing a Creative Competitive Analysis for Mazak Optonics. This tool is very helpful to establish the competitive environment in which they live and help us determine what might be a good brand position.

Once our direction was solidified, a new identity was developed for all marketing materials. “Everything Laser” became the tagline that captured the focus of their business and creatively positioned them against competitors who are forced to split their energies across other product lines. It was also turned into a graphic that could be used in both print and electronic media.
Total redevelopment of the website was the top priority. It was restructured for ease of navigation and loaded with content. www.mazakoptonics.com is now a dynamic website, ripe with product information, case studies, training & events and other topics of interest.

A new trade advertising campaign was also launched at the same time. The “Everything Laser” logo is utilized in this medium to call attention to either 2D or 3D cutting. PR also played a key role in establishing the change of direction and putting the new players front and center.

THE RESULT:
The result has been nothing but positive. Feedback from the sales force, as well as new prospects, has reinforced the believability of Mazak Optonics new brand position. New distributors have been added to the roster, pushing growth beyond 20% in the first year alone. Mazak Optonics is well on their way to becoming a major player in the market.

To view larger versions of their new trade advertising campaign:

HyperGear Ad, HyperGear with Optopath Ad, 3D Ad