A need to shift perceptions
The automation market is mature, with fierce competition from organisations of varying size and capacity across Europe and beyond. Whilst the company had done very well from referrals and word of mouth, to achieve the targets it had set, the majority of growth would have to come from new customer acquisition.
Unfortunately, the old Sewtec brand was showing its age. It failed to reflect the calibre of work they delivered and the management widely acknowledged it was no longer fit for purpose. The net result was the perception of Sewtec to those outside the business was not as positive as it could be. If the right new conversations were to be started, those perceptions would need to change for the better.