Creating a cohesive communications approach to promote and strengthen the brand.

Situation

Omron, a Japanese company with a diverse mix of global business operations, was having an identity crisis. Though successful in their individual competencies of industrial automation, electronic controls, health care and social services, the lack of a clear positioning and communications message was driving low awareness and preference for the Omron brand. Unless you already knew Omron, there was little to help you understand the breadth and depth of their business.

Solution

Leveraging their core capabilities of “sensing and control” technologies, we helped Omron define a meaningful brand strategy that helped link the seemingly unconnected business divisions together. The original program had set small objectives, but continual senior management buy-in eventually led to a fully developed communications program.

We created a tagline, “Sensing Tomorrow,” and developed tone and manner guidelines to codify the brand message and drive perceptions. Finding a common thread helped tie the brand together, increasing its power and awareness in the marketplace.