Wendel is a nationally recognized firm offering design, engineering, energy efficiency, and construction management services across multiple industries. Over its 75-year history, it has undergone numerous name changes, service and vertical expansions, and incursions into new geographic markets. As a result of its exciting growth, it faced a pressing brand challenge: its services, industry expertise, and regional offices were siloed, causing confusion. Few in its target audience seemed to be aware of the breadth and reach of its offerings or its unique value proposition, leading to lost opportunity, and few within the firm knew how to speak of or represent the firm accurately, which only added to the confusion. To address the challenge, Wendel hired Block Club to best position the Wendel brand for short- and long-term success.
To meet Wendel’s brand objectives, we conducted a deep dive state-of-the-brand audit to gain insight into Wendel’s brand equity, differentiators, client perceptions, and the company’s goals for the future. That informed our development of a brand positioning statement to serve as a shared vision for the firm and guide all internal and external communications moving forward. From there, we recommended that Wendel adopt a single branded house portfolio strategy, with all services and regional offices going to market under the Wendel name, concluding that the company’s primary differentiator—its tactical innovation—is dependent on a seamlessly integrated front. Once we reached alignment with Wendel stakeholders on positioning and hierarchy, our remaining deliverables included elevator pitches personalized to each office, service area, and vertical; robust talking points; and a one-year brand rollout strategy for introducing the refreshed brand messaging to the public. Today, as Wendel opens satellites across the country, it has the tools and resources to ensure brand standards are being upheld and its team is speaking in one, unified voice about what Wendel is and what sets it apart.
“Block Club took the time to fully understand our complex business and branding challenge. They provided a carefully crafted plan to better position our company, improve communications with internal and external audiences, and improve brand awareness. They provided valuable guidance and high-quality deliverables, were incredibly responsive, and finished the project on time and on budget. Plus, they were really fun to work with!”