FSG
Situation Analysis
Facility Solutions Group is a $250 million lighting and electrical concern with additional expertise in network installations, cutting edge energy management and facilities maintenance. Through a decade-long program of acquisitions, FSG has reached its current size and its national presence. Their need was to re-brand and re-position the company—from what it had been 10 years prior (with 5 different names, 5 logos, etc.)—to what it has grown into.
Recommendation
Teshler recommended developing new branding and a new positioning based on what FSG will become in the next 5 years, instead of what it is currently. An internal audit with the management team gave us a projected corporate sales volume and the likely paths the individual divisions will take over that time. It also revealed plans for new products and services, etc.
To align with the new branding and positioning, Teshler recommended a forward thinking corporate communications infrastructure:
- a single corporate identity;
- a positioning that supports the diverse offerings of the divisions;
- a web presence fitting for a multi-discipline industrial company;
- a corporate video that shows the breadth and depth of FSG resources;
- corporate presentations tailored to acquisition targets, employees and potential partners.
Solutions
FSG now has a single brand identity. Its new corporate video has been instrumental in forming their desired corporate image. It has worked to unify newly acquired entities and formerly independent divisions. It has attracted new opportunities for expansion. The new web presence and corporate presentations are currently in development.