ORLANDO, Fla.—While the customer always has been at the heart of the way Davis-Standard L.L.C. has conducted its business, its branding may not have always reflected that.
Consider it done now.
Equipment maker Davis-Standard rolled out a global brand refresh at NPE2018 in Orlando, focusing on the customer, with the goal "to provide complete and total solutions when they're looking for ways to improve productivity and profitability in their operations," said Jim Murphy, president and CEO.
"Our belief is that if our customers are looking to partner with an equipment supplier, we will be the brand to really drive those opportunities."
The brand refresh includes:
- A new logo, the first since the Davis-Standard name originated in the 1950s.
- A new slogan: "Where your ideas take shape."
- A new website, which launched May 7.
Previously, Davis-Standard branded itself as "The Global Advantage" and executed that by expanding its reach through its global facilities and capabilities. With that having been accomplished, Murphy said the time is right to change the focus to the customer.
"We wanted to better represent the markets that we're participating in and the demands of the customers because we think those demands in the last 10 years have evolved significantly," Murphy said. "We didn't think our brand was mass representing what we're seeing in the market and how prepared we are to respond to the customers in the marketplace."
Murphy said the tagline reflects Davis-Standard's intent to help customers "create a better future, doing it with collaboration and teamwork…in partnership with our customers."
The process began eight months ago. The company began not only by engaging its customers, but also talking with its employees.
"Our employees are key enablers of our technologies," Murphy said. "This is more of a partnership approach with our customers, not only to provide equipment, but to really provide the support our customers need on an ongoing basis. As they're evaluating their investment decisions, we have to make sure we're responsive in terms of providing the best options and certainly…equipment support as well as ongoing technical support."
Debbie Crowley, global marketing administrator, said it was the right time to make a change. "The industry needs it and is looking for it," she said.
Murphy said the brand refresh reflects what Davis-Standard is seeing in the market.
"Customers are really looking for solutions," he said. "They understand the production demands they have, and they understand the challenges they have in the markets, but they're looking for someone to help them figure those things out and provide solutions."