Strategy, positioning and messaging
Overview
Ashcroft, a global leader in pressure and temperature measurement solutions, set out to refine its brand positioning and strategy. With a legacy of precision and innovation, the company aimed to align its brand with their strategic goals while balancing global consistency with regional market needs.
This project assessed Ashcroft’s competitive landscape, brand positioning, audited existing materials and created proof points to drive differentiation and long-term success.
–––––––––––––––
Credits
Jennifer Hoynes, Roberta Reynolds, Tony Pratt, Robin McLoughlin
Strategy
A structured, phased approach ensured effective implementation:
Discovery
Conducted more than 25 individual interviews to gain knowledge on the current state of the brand and build a SWOT analysis.
Led an in-person workshop to discover the true values resonating from the teams collaborating around the world.
A competitive assessment was created to see where Ashcroft sits among the top competition and where we could push the brand further.
Positioning and messaging development
Crafted vision, mission and values which allowed us to define key messaging including proof points and an elevator pitch.
Refined Ashcroft’s BrandScript and messaging framework.
Conclusion and next steps
Collaboration across global teams resulted in a stronger, more cohesive brand strategy that reinforces Ashcroft’s commitment to innovation, precision and consistency. With a clear BrandScript and messaging framework, Ashcroft is well-positioned for future growth and their next phase of brand work.
In this next phase we will focus on refining their visual identity, establishing brand and messaging guidelines, launching refreshed templates and executing a rollout strategy.
