- Chemical Direct required a name that disassociated them from industrial harsh chemicals.
- The company needed to leverage existing brand equity into a new name/visual identity.
- Their offering has moved into more sustainable eco-friendly products and cleaning equipment is also a much larger part of the business.
We were challenged with developing a new name, positioning message and visual identity for the business to reflect who they are, the shifting market landscape and the new direction of their business. We proposed the following solutions:
- Gain an understanding of how their customers perceive the brand
- Develop a brand strategy to align with the company’s overall business strategy
- Differentiate the company from the competition
- Design a visual brand identity to reflect the new positioning of the business
- Develop a communications strategy to activate the new branding and messaging both internally and externally
Brand Research & Analysis
Key insights uncovered through customer interviews and SLT workshops revealed the dependable and innovative nature of the brand. Chemical Direct’s people are seen to be accessible and easy to deal with. The company fosters a culture of integrity and reliability and are very customer focussed, professional and driven to deliver. The ability to test products and solutions in the marketplace before supplying to customers is a unique differentiator for the business.
This gives their customers absolute confidence and peace of mind, knowing what Chemical Direct supplies will maximise cleanliness and improve efficiencies. This also provides the Chemical Direct team with more in-depth knowledge and industry know-how, bringing additional innovative solutions to market (e.g. SAMGO Service and Maintenance Software).
Insights from customer interviews revealed that customers revered Chemical Direct’s people for their friendly nature, approachability, responsiveness and reliability. The knowledge and experience built up over 25 years means Chemical Direct have the relevant know-how in providing cleaning equipment solutions that are fit for purpose. The company’s innovative culture is evident in its value add software solutions that minimise waste and maximise cleaning output. These insights were instrumental in developing a positioning message for the business that reflects their culture as well as distinguishing them from other cleaning equipment suppliers:
Reliable People, Innovative Know-how
Our reliable people will be recognised for their innovative know-how in providing solutions, to help our customers achieve and maintain the highest standards of cleanliness from floor to ceiling.
After 25 years, the name “Chemical Direct” was no longer appropriate, customer research confirmed it associated the company with harsh chemicals and didn’t reflect the sustainable direction taken by the business. After following our naming process, “Clenli Direct” was selected. Keywords discovered about the company during our research helped foster this name. ‘Clenli’ is an invented word but originates from the word Cleanliness. “Direct” was retained as it still spoke to the personality of the brand, “going straight to the point; frank”.
The name ‘Clenli’ is friendly and end user focused. The sound the word creates is confident and can be applied to the company much like an ally or partner, particularly for facility management or cleaning companies. The word is short and easy to remember and the letters contained within it supported a very effective creative treatment.
With Innovative know-how and on the ground experience, Clenli Direct support products & solutions supplied to customers with concrete data, based on being tried and tested in the field. The company helps their customers achieve and maintain the highest standards of cleanliness from floor to ceiling which is represented by the full circle.
Leveraging their ability to test, provides the team with an environment to learn and develop new innovative know-how solutions, this is where the sparkle happens! Represented by a hand-drawn star motif, it indicates Clenli Direct’s personal and bespoke approach with customers.
Once the brand and messaging was developed, we brought it to life internally within the organisation and externally to the marketplace .
Internal Brand Adoption
The brand was launched in celebratory style at the Aviva in Dublin. The event included a stadium tour and talks from a series of speakers on topics of change, the rationale behind the new brand identity and how to move forward as a team.
Completed Scope of Work
- Brand Research & Analysis
- Brand Positioning
- Corporate Visioning
- Communications Strategy
- Visual Identity
- Brand Expression
- Brand Voice
- Brand Guidelines
- Internal Brand Adoption
- Go-to-Market Planning
- Corporate Marketing
- Online Branding