OCM Manufacturing had built its electronics manufacturing (EMS) business by functioning as an outsourced manufacturing division for a few large original equipment manufacturers (OEMs). The company had also acquired some small and mid-sized business customers with lower-volume manufacturing needs, and its leadership saw the future in that market. However, the SMB market es less technically knowledgeable about manufacturing than the client base OCM had been used to addressing.
We were engaged to provide a re-branding and marketing strategy that would support that shift, differentiate the firm, and help it demonstrate value in a commodity industry. We performed Essential Story research and analysis of the company’s existing messaging, marketing, brand, and competitive landscape then developed the strategy to position, differentiate, and re-brand. The strategy was designed to help the company change the conversation it was having in a commodity marketplace and to revamp the branding and messaging to speak effectively to SMBs.
Our strategy included updating the company’s name from OCM Tech to OCM Manufacturing and creating a new visual identity, look-and-feel. The new brand – including tagline, messaging, logo, and marketing designs (web, print, etc.) convey three key differentiators: personal care for the customer, precision/quality, and the key value-add of providing SMB customers with the same service and professionalism enjoyed by large OEMs.