Control Techniques became a top-ten player in the global drives market for the first time in its 50-year history following the enthusiastic adoption of its distinctive rebrand.
Control Techniques is a B2B specialist in drives – electrical components that control the movement of motors. Once a profitable, maverick start-up, the business’ acquisition in 1994 had led to it losing voice in a market dominated by industrial conglomerates. Nidec’s purchase of the business in 2017 offered the chance for change, to grow sales and market share, but initially there was internal resistance to rebranding.
GW+Co’s approach was to bring together employees across the business from sales to IT in the creation of a new brand platform, which reconnected Control Techniques’ people with their maverick roots. This engaged them in bringing the brand to life, giving the business new-found momentum.
The identity and toolkit launched just before Covid-19 struck and while the market plunged 14%, Control Techniques emerged stronger. The new brand guidelines made 95% of the marketing team’s work easier, equipping them to produce eye-catching assets, which have captured the interest of target audiences and grown LinkedIn followers 730%.
With a compound annual growth rate of 12.5% across 2020 to 2023, Control Techniques outperformed its 10% target as well as the market, which grew at 6% during that time. The business’ average monthly sales leapt 43% in that period and there are now 89% more employees on the UK team.
