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Breathing new life into the company’s brand promise
The quick take
Building on a long-standing partnership, Struers’ leadership engaged CBC to revitalise the company’s brand promise, ‘Ensuring Certainty’, and align it with its future ambitions. The goal was to reaffirm Struers’ market leadership while repositioning the business as a solutions-led partner to advanced industries. CBC developed a renewed brand concept, messaging framework and visual identity that articulates Struers’ role as a trusted enabler of innovation and precision.
About Struers
Since 1875, Struers has been at the forefront of innovation in materialographic science and technology. Struers supports every step of the metallographic sample process, delivering certainty for innovations and research. By providing everything businesses need to optimize lab results, Struers helps to make their product ambitions a reality and a success.
Scope
- Communications strategy
- Core story and key messaging
- Creative brand concept
- Online campaign elements (e.g., Social Media, landing page, sales materials, etc.)
- Photo and video shoot
CBC developed a series of key visuals and brand awareness ads that expand the Ensuring Certainty concept, positioning Struers as an enabler for their customers’ success.
Challenge
With industries placing increasing demands on precision, speed and reliability, Struers plays a critical role in enabling customers to achieve consistent materialographic results. Yet the company’s communications remained largely product-focused, underplaying the broader value of its expertise and solutions. To sustain its leadership position and support future growth, Struers needed to evolve its brand narrative – shifting from tools to outcomes and reinforcing its role as a trusted, solutions-led partner across advanced manufacturing and research.
Solution
CBC worked closely with Struers’ leadership to translate the company’s strategic ambitions into a clearer brand platform. Through a series of workshops and market insights, we reframed the company’s positioning – from a supplier of specialist tools to a solutions-led partner enabling innovation, quality and reliability across advanced industries. The resulting narrative shifts the focus from products to outcomes, brought to life through a distinctive creative concept that places customer challenges at the centre and reinforces Ensuring Certainty as a meaningful brand promise.
Challenge
Solution
With industries placing increasing demands on precision, speed and reliability, Struers plays a critical role in enabling customers to achieve consistent materialographic results. Yet the company’s communications remained largely product-focused, underplaying the broader value of its expertise and solutions. To sustain its leadership position and support future growth, Struers needed to evolve its brand narrative – shifting from tools to outcomes and reinforcing its role as a trusted, solutions-led partner across advanced manufacturing and research.
CBC worked closely with Struers’ leadership to translate the company’s strategic ambitions into a clearer brand platform. Through a series of workshops and market insights, we reframed the company’s positioning – from a supplier of specialist tools to a solutions-led partner enabling innovation, quality and reliability across advanced industries. The resulting narrative shifts the focus from products to outcomes, brought to life through a distinctive creative concept that places customer challenges at the centre and reinforces Ensuring Certainty as a meaningful brand promise.
The concept had to work at all levels, from brand awareness to product-focused communications.
The concept was particularly effective on Social Media, delivering a powerful stop effect.
The concept was unfolded on the Struers website, giving the brand a distinct and value-led personality.
The concept helped Struers drive significant awareness and engagement at trade shows.
“CBC delivers value and results we have not found elsewhere. They demonstrate a deep understanding of both our audience and the complex solutions we offer. Every engagement is marked by a consistently high level of strategic insight and creativity, helping us to communicate with clarity and build a high-impact, highly differentiated brand."
Christina Duch
Global Marketing Director, Struers
Global Marketing Director, Struers
