Genuen

Rebranding After Multiple Acquisitions Leads to Double Digit Web Growth

In March 2019, our long-standing client Wineman Technology, Inc., (WTI) requested TREW Marketing's help preparing them to be acquired. We helped them craft a prospectus specifically showcasing the strength of marketing in their niche, with full adoption of inbound marketing best practices and comprehensive buyer's journey content on their website. WTI was successfully acquired in January 2020 and recommended TREW to their new acquirer, CertTech, to direct brand integration, develop their go-to-market launch plan, and develop announcement content including a news release, local press opportunities, customer and partner letters, and a corporate slide deck.

Throughout the brand integration process, one key concern emerged: what should the merged company call itself? Should the name stay the same? Should the names be combined? Should they select a new name altogether?

CertTech initially felt that their current name should stay the same. Both companies had strong name recognition across their core industries, however, WTI had slightly higher brand awareness due to their decade of investment in inbound marketing content development. Combining the two names didn’t exactly roll off the tongue, and  additional acquisitions were planned in the near term. They decided to have TREW lead them through a renaming strategy to help them brainstorm, vet, select, and relaunch the combined company under a new name that would scale with their future growth. Through a series of calls with their internal branding team, we helped them:

• Create their mission and vision statement
• Define core values
• Develop a naming strategy
• Select five potential names and taglines to vet with their internal stakeholders
• Ensure domain names were available for the final candidates
• Had their IP attorney confirm there were no issues with the final name

Once the new name was selected and the domain acquired, TREW developed their brand identity including logo development, font selection, imagery style, brand shape, and style guide. We also developed their brand messaging and positioning at both the corporate level and for their three core business segments.

With brand identity and messaging completed, we developed content including a corporate brochure, slide deck, video, and blog series. We also created their website strategy to cohesively architect a user experience that encompassed content from WTI, CertTech, and Butterfield Engineering (a new acquisition that happened during our on-going launch projects) and included new content development, new imagery, and iconography for a 200+page website. TREW then designed their website in the HubSpot CMS for seamless integration with their HubSpot CRM and a 360-degree view of their sales and marketing campaigns and results.

The new company, Genuen, launched in April 2021, along with a new website and inbound content.