About Glendale Group

Glendale Group is a leading design, engineering and construction company dedicated to bringing visionary projects to life across Canada. With a rich history spanning its commitment to excellence and innovation, Glendale Group earned a reputation as a trusted partner in the industry. From industrial to commercial, the diverse portfolio showcases their expertise in creating spaces that inspire and endure. With a focus on the customer and efficiency, they strive not only to build structures but also to cultivate environments where people thrive.
glendalegroup.ca

SCENARIO

As part of a larger corporation, Glendale Group faced an identity crisis. Despite being a significant entity within the corporate structure, the company struggled to establish its unique identity. In under five years, Glendale Group underwent two identity changes and considered various branding strategies. However, these changes lacked unity and failed to gain traction among internal teams and external stakeholders. Employees felt a sense of disconnection, likened to being the “black sheep” of the corporate family, despite their valuable contributions. Acknowledging the pressing need for change, decisive action was imperative.

SOLUTION

Drawing upon extensive analysis of past strategies, collateral materials, and stakeholder feedback, a comprehensive Go-to-Market (GTM) plan was formulated to redefine Glendale Group’s brand identity and effectively communicate it internally and externally. As Marketing Director, I spearheaded this transformative journey, implementing the following steps:

Identified Target Market: Conducted in-depth market research to understand the audience and their needs.

Redesigned Service Proposition: Crafted a compelling value proposition that aligned with the identified target market.

Comprehensive Rebranding: Developed a cohesive brand identity and redesigned all collateral materials to reflect the new brand essence.

Internal Launch Campaign: Utilized email, video, posters, and presentations to introduce the rebrand to internal teams, fostering a sense of ownership and excitement.

External Brand Launch: Seamlessly transitioned to the new brand identity at a sponsored event, leveraging giveaways, business cards, and an engaging booth set up to make a memorable impression.

Consistency Monitoring: Implemented protocols to ensure consistent brand representation across all communication channels.

Website Revamp: Launched a new website with a countdown teaser campaign to generate anticipation among stakeholders.

Social Media Overhaul: Updated all social media channels to reflect the new brand identity and messaging.

Client Communication: Informed clients via email and press releases, emphasizing the company’s evolution and commitment to excellence.

Sales Enablement: Equipped the sales team with updated collateral materials, including presentations, case studies, and infographics, to support their efforts.

Personal Branding Initiative: Developed virtual business cards and optimized LinkedIn profiles for employees to enhance their professional presence and align with the new brand image, making them ambassadors of the new brand.

SEO Optimization: Initiated strategies to improve search engine visibility and enhance online discoverability.

RESULTS

Through these concerted efforts engaging stakeholders for mutual benefit, Glendale Group experienced a remarkable transformation. From being a forgotten subsidiary, the company emerged as a dynamic and influential entity within the corporate landscape. Employee morale improved, and external stakeholders recognized the renewed sense of purpose and potential within the organization. This successful rebranding initiative not only revitalized Glendale Group’s identity but also positioned it for sustained growth and success in the future.