4-Rent is the newest business line in the CTE Group portfolio, dedicated to the rental of specialized machinery and equipment. With ambitious growth targets in this business segment, the group wanted to accelerate the entry of the new company into the market through communication actions, in order to strengthen its position in its category.
In this context, many business questions had to be answered. Among those that influenced our strategic solutions were: What name can ensure the visibility of this new line? Is the existing name, 4-Rent, able to support rapid growth with a sustainable communication effort? Why does this business think it is indispensable for its customers? What are the points that differentiate the business and on which its customers value? How can the new business line, at the level of brand strategy, benefit from its membership in CTE Group?
Although the project proposed by the management team came up with questions related to the new rental business within CTE Group, we realized that at the group level there is a deeper problem, to define its own identity, to create synergies between the identities of the entities that made up the group at that time. Thus, in parallel with finding solutions that answer the questions related to the new rental business, we developed the project to create the identity of the group, at the level of purpose, values and visual identity (logo). More details about this expansion of the original project can be found in our case study CTE Group.
A first step was to change the business name from 4-Rent to CTE Rent, in order to maintain the consistency of the monolithic brand architecture. Differentiation of the businesses in the portfolio was done by assigning a color code that can be found both in the symbol and in the business descriptor (Group, Rent, Trailers, Solution). In the case of CTE Rent, green represents the openness of the organization to offer sustainable and effective solutions.
To take another step in the development of the new CTE Rent identity, it was necessary that the group's message, Equipped for progress, to be adapted for this business, so that it has both relevance for its customers and differentiates it from the competition. Thus, we proposed that the promise be expressed through the slogan - Equipped for support. This speaks of the CTE Rent organization always ready to deliver rental solutions and, moreover, its character as a reliable supporter/partner for its customers.
In order to make arguments in communicating the brand promise, we have identified the business attributes that differentiate CTE Rent in the industry and that will be used not only as sales arguments, but especially as working and internal relationship principles. The overall vision, the customer-focused attitude, the promptness with which they react to each requirement and the detailed knowledge of the industry and specifications, were the basic pillars on which the communication messages were built.
We have further created the system of rules regarding the style of the images in the CTE Rent communication, the tone of the messages, the graphic shapes, the colors, etc. All designed to express the uniqueness of CTE Rent and deliver impact through clarity and visibility.
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