Brand roll-out for Dale Power Solutions
Industry: Property
Services delivered: Brand rollout | Website development | Copywriting | Content creation | Corporate brochure | Digital marketing campaigns | CRM | Email marketing
Dale specialises in critical back-up power supply and is one of the UK’s largest suppliers of UPS and generators, providing complete asset life-cycle management with service and maintenance support. They had developed a new brand and approached me to help undertake the brand roll out.
Your power in safe hands
Based in Scarborough, Dale has been protecting critical power supplies for their customers all over the world since 1935. Engineering and technology experts, with a focus on providing support with an expert team, they create innovative stand-by power solutions that work when everything else fails.
Dale has a product portfolio that covers generators, UPS (uninterruptible power supply), batteries and energy storage systems. They provide ongoing services and maintenance to their customers nationwide. The team maintains over 10,000 generators and UPS as well as clocking up over 153,500 maintenance hours per year.
Dale had recently gone through a rebrand and were seeking support in rolling it out, both externally and internally. Simultaneously, Dale was undertaking a new website build that required copywriting in the new brand tone of voice as well as testing the new visual identity in this context.
“The brand rollout has been a significant strategic undertaking for our team. Emma's expertise in branding and her deep appreciation for the importance of consistent messaging and visual identity across all customer touchpoints has immensely contributed to its success. She has adeptly applied our new identity to every aspect of our business, fostering alignment both internally and externally.”
Steve Reddington, Commercial Director, Dale
My approach
As part of the rebranding exercise, I incorporated Dale's newly defined values and mission statement into the brand. By articulating the significance of these values for the customers and adopting a tone of voice that resonates with who they are today, I successfully aligned Dale's brand with its target market. Additionally, I developed a compelling value proposition and key messaging that effectively communicates Dale's unique offerings.
As a new asset for the company, upgrading the website was a critical priority for Dale. To ensure consistency with the new brand, I commenced with an audit of the existing content. This assessment enabled me to streamline, reuse, and rewrite content that aligned with the brand tone of voice. Collaborating with the developers, we ensured that the page content complemented the wireframes and website architecture. By partnering with Dale's commercial director and the developer's graphic designer, we created compelling templates that aligned with the new brand. Lastly, I was instrumental in supporting the website testing process before its launch.
Want to work with me?
Following on from the website I have been working with Dale to roll out the brand across the whole business. These priorities have been identified by the Dale team and has covered:
Tone of voice and key messaging
Photography guidelines
Uniform guidelines
Van livery
Signage
Brochures
Presentations
Corporate documents
Presentation templates
Customer manuals
Product sheets
As the brand roll has gained more momentum, I have supported Dale's marketing efforts and helped manage the website with the developers. This has included campaign activity, the development of the company brochure, content creation as well as developing new website pages, refining the knowledge centre and the creation of a new online job application form for Dale’s HR team.
Ongoing support
"Working with Emma has been a fantastic experience. Her exceptional ability to swiftly grasp our business has been greatly appreciated. Moreover, her capacity to independently execute a wide variety of marketing projects has been invaluable. Emma consistently demonstrates strategic thinking and proactively provides valuable insights and recommendations as needed. Her seamless ability to collaborate with our team while also working independently has truly made her an asset."
Steve Reddington, Commercial Director, Dale
The Results
The new Dale brand has successfully transformed the company, setting them apart from their competitors with a modern and distinct identity. By centrally overseeing and contributing to the brand rollout, I have ensured consistent application of the brand visually and in messaging. This enables Dale to be easily recognised, fostering trust and effectively communicating their unique personality. The ultimate aim is to boost customer trust and loyalty.
With the additional support in executing campaigns and implementing the new brand, its visibility has rapidly increased. The streamlined content and copywriting on the new website greatly enhance the user experience, making it easier for users to find what they need.
