As part of its journey to becoming ‘one company, one brand’, Bucher Municipal asked Kunde & Co to help develop a unique brand story and value position by consolidating its old brand system structure, creating a new website and developing a strong communications platform.
A unique brand story and position to ensure future growth
Bucher Municipal is a leading supplier of solutions for cleaning and clearing operations within urban environments, roads and other traffic areas. Its solutions include sweepers and sewer cleaning equipment, winter maintenance equipment, refuse collection vehicles and more.
Kunde & Co helped Bucher Municipal move to a single brand strategy with the purpose of ensuring that the company – across all markets – be referred to only as Bucher Municipal. By gradually rebranding all standalone sub-brands, Kunde & Co helped Bucher Municipal create one clear, manageable organisation and brand.
+40 Qualitative interviews
+1,000 survey respondents
To develop one impactful story everyone at Bucher Municipal could believe in, aspire towards and contribute to, extensive internal and external testing was carried out. This involved 40+ interviews and an online survey with 1,000+ respondents. With the study, Kunde & Co was able to gather in-depth insights on which to base Bucher Municipal’s new brand story.
‘Driven by Better’ became the new, engaging concept and story for Bucher Municipal. It emphasises the company’s drive to constantly innovate and make cities and infrastructures cleaner and greener. In essence, the concept effectively communicates Bucher Municipal’s aspirations within sustainability and electrification, as well as represents the DNA of the company.
Driven By Better – alongside the new brand identity – was implemented across multiple brand touch points and communication platforms. Among other things, it included a new corporate website, various print collaterals, new labels for vehicles, and a new fair concept. Enabling Bucher Municipal to stand out from the competiton with a contemporary and professional brand expression.
- Brand analysis
- Brand system strategy
- Brand story and positioning
- Visual identity
- Company website
- Image brochure
- Fair concept
- Internal anchoring
- Various roll-out elements