Interview
Evolution and Re-value, Spectrum Electronics' Road to Re-branding
"I think we are at a point of change in the market, and our services and products, including our overall identity, need to be revamped, so that we can have a renewed understanding of what we are about," shared Spectrum's General Manager, Mr. Cheng Chi-Hang, "and that's why we've made this change.
Founded in 1987, Coil Technology Corporation (CTC) is dedicated to the research, development and manufacturing of AC-DC converters. Early in its history, CTC started as a coil-winding/transformer (Coil) manufacturer, and now it focuses on the provision of power converters, providing a small number of small, customized, high quality products and services to brand owners and electronic foundries. Our products and services provide brand owners and electronic OEMs with high-level power supply solutions.
This year is about to enter the 30-year milestone, in the face of the maturity of services and products, and the upcoming completion of the plant, Zheng Zhihang think this is an excellent time to implement the brand optimization, and in the period of cooperation with the Process Pro brand can be seen as a quenching of the brand's core and refining the brand's qualities of the process, "so that customers can see the more pure things, in the visual sense of the feeling that this change is an appropriate time," he said. This is an appropriate time," he said.
Refining Brand Identity to Make a Good Impression
A good brand identity is not only aesthetically pleasing, but also brings out the characteristics of the brand. Spectrum Electronics has been promoting its products at trade shows for many years to expand its overseas customers, and now it is also focusing on exporting its products. Brand identity is very important to them because most of the first impressions with customers are often made on the website. When customers search for similar products in Google, "our company is in what position, the website is a very important touch point contact, when we send some unfamiliar emails, customers will also turn around and inquire," Zheng Zhihang said, pointing out that the application of brand identity in the website, leaving the importance of the first impression.
Consolidating existing customers, continuing to move towards OEM design leadership, and then developing private labeling is the current strategy of Spectrum Electronics, and after the introduction of the
Optimized brand identity is to complement the original state of OEM and service uncertainty, so that the quality from the inside out, to create a consistent brand identity inside and out, to increase the market, the customer's memory of the product.
Inheriting Good Traditions Evolving Brands
Zheng Zhihang in the selection of the new brand identity, in tone, color choice, and the previous brand identity will not have too much difference, inheritance of history, "I think this is a strategy of internalization, to this point today, is changing the form of doing business, how to deliver (delivery) out, although technology and services have not changed, but the allocation of resources, as well as a series of changes, let everyone know that we are doing! Change". Based on the original auxiliary color, and retaining the characteristics of frequency fluctuation and forward progress, systematic adjustments have been made to show that Spectrum Electronics is committed to providing the most time-saving and labor-saving ideal solution for high-end power supplies. In the increasingly competitive red sea market, Cheng said, "The only thing that remains constant, and the key to success, is how we can create added value for our customers by showing them exactly what is lacking in the marketplace." Therefore, he defined the future development of Spectrum Electronics as "filling in the gaps of our target customers, and finding the best solutions for them".
Treat customers as partners
Especially in the industry where Spectrum Electronics is located, the customer's demand is very simple, that is, "Job to be done! He said that because there are many inexpensive products, low-end products are vulnerable to price fluctuations, so they have a unique way of looking at themselves in terms of the structure of their products, "Our Business Model is not exactly the role of a supplier or a manufacturer, but rather a partnership, where I see myself as a part of their company, improving their business.
Although the introduction of the new brand identity is not yet a step in the right direction, the business people who have the most frequent contact with customers are using the new identity in this wave, "I think their response is positive, and the customers have seen the changes, not in terms of amazement, but as a result of refinement," Cheng said, "and know better how to deliver our message. He expects CTC to be part of Lenovo as a business partner, emphasizing the spectrum's core values of "focus and trust". Similarly, in Taiwan, there are a number of companies that are also focused on outbound marketing.
He suggested that there should be continuity in brand identity, and that the re-branding would not be a 180-degree change, but rather a complete but refined communication of the core values of the brand.
"We need to integrate with the core competencies of the company to understand what our business is really doing," he said, as if the spectrum of the customer's greatest value lies in the production capacity and close service, "so that after the refined vision, there is a powerful effect.
Deep insights into the brand to fight for the next 30 years.
After close communication and interaction with the brand consultant, Zheng Zhihang felt better able to know where the core of the brand lies, "We know our own industry well enough, and Pro's strength is to reach out to the industry broadly enough and help us assist our senior staff in the acceptance and management of the new brand.
The evolved brand identity allows Spectrum Electronics to be "consistent on the inside" and lets customers know what the value is and where the strengths lie, just as Cheng Chi Hang said earlier.
Brand identity is a response to the evolution of a company, in observing the past, refining the experience, inheriting the good traditions of the past, and looking forward to the next 30 years.
Extend your knowledge of spectrum electronics: http://www.powerctc.com/
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