Strategic Brand Repositioning to Move From Local to Global Markets
Innovative Parts & Solutions (IPS) has served Rail and Industry sectors with parts, tools, precision machining, general and customized fabrication and heavy equipment service since 1975. Their knowledgeable team is known for its continual innovation and expertise, which has been instrumental to the company’s growth. From designing specialty tools for laying and maintaining track to the parts that keep locomotives and freight cars moving, IPS’s ingenuity and commitment to service has been the foundation of their success.
Under the previous ownership, this small, successful railway parts company had developed within a niche market. Never having intentionally crafted their brand, nor developed any marketing strategies, the company relied on a small, high-touch sales team to move their products within Canada. This model proved to be a huge barrier to company growth.
The new owner-operator of IPS had a vision to shift this local manufacturing firm’s products and presence from a Canadian focus to an international reach.
It was a big goal, that required not only strategic brand repositioning and visual identity rebrand, but also a complete marketing strategy and creation of accompanying materials. This needed to happen while building a relationship between staff and the new owner.