Generac Unveils New Branding Strategy
Over the last several months we have been working on the creation of a new brand architecture with a comprehensive marketing initiative designed to bolster Generac's reputation and image in the marketplace. The result is a multi-faceted campaign that has the goal of making Generac the brand of choice in standby power solutions. We were excited to unveil our new look at the recent Power Gen tradeshow.
"A strong brand strategy will be beneficial to our future success," says Clement Feng, chief marketing officer. "By simplifying our branding system, we're focusing on a single Generac brand to raise our profile in the marketplace and build better long-term brand equity. With a reduced number of brands, sub-brands and product names, we'll be able to maximize our marketing budget through more efficient use of expenditures."
The most visible manifestation of Generac's branding initiative is the new logo design that will be displayed on products, signage, advertising and marketing materials. "In developing the new logo, we wanted to avoid trendiness and stay true to our brand personality," Feng explains. "It's meant to convey a sense of timelessness and reflect our American heritage, while being distinct and different from the competition. Our graphic designers did a great job in creating a variety of logos and the one we chose is a bold image that makes a powerful statement."
The new logo has two basic components - the word Generac and the orange power bar. "The new typeface exudes confidence, reliability and peace of mind," Feng says. "It will stand the test of time through its straightforwardness and simplicity. The orange bar signifies the increase of power - from no power to full power. It maintains the equity that has been built into the color orange over the years. We have modernized the orange by making it bolder, richer and stronger. Its hard edges are consistent with the logo type personality of confidence and reliability. Both elements strongly represent the personality of Generac."
The sub-brand "Guardian by Generac Power Systems" will transition to become "Generac Guardian Series" on the Home Standby models. This new hierarchy will strengthen Generac's brand recognition with the ultimate consumers.
Product will begin displaying the new logos by early second quarter. In addition, you will see more literature pieces with our updated look become available throughout the year. Other marketing collateral, i.e. ad slicks, billboard templates, vehicle signage, etc. will be made available shortly. We will communicate when those items will become available via the news section of mygenerac.com. In this transition, we will be using our current advertising campaign with our new logo and in March we will be launching our new advertising platform. Please begin promoting our new logo immediately!
In regards to promotional wear and gear, more details will be available at the beginning of the year as we are currently working on a new program with new items all available in our new logo! Please watch for more details.
For more information, visit our website http://www.apelectric.com for details.
A.P. Electric & Generators
204 Northwest Highway
Fox River Grove, IL 60021
847-516-8882
Summary
Over the last several months we have been working on the creation of a new brand architecture with a comprehensive marketing initiative designed to bolster Generac's reputation and image in the