10 Product Lines, Three Divisions,
and One Brand
Creating a Corporate Brand and Organizational Clarity
Quest Specialty Chemicals (QSC), Inc. is a Top 25 coatings company in North America and a leader in specialty chemicals and coatings. QSC is the parent for several business units formed around core products for the industrial, construction, and automotive aftermarket sectors. Built through the acquisition of companies that share the same core competencies, its business units are highly synergistic in terms of technology, raw materials and cross-promotional opportunities.
With numerous product brands that were previously direct competitors, QSC needed to understand how to best differentiate their products and determine the best manner to go-to-market under a new unified brand.
The various business units offered a deep set of knowledge, strong technology, and a tradition of established individual product brands with proven field recognition (each with a different target audience and message).
However, the organization had limited marketing resources, lacked strategic focus and experience, had little to no integrated brand or marketing efforts, and sales organizations operated independent of a unified brand. In addition, the organizations were still facing challenges by not presenting a clear message of the value the combined units provided to the marketplace.
Through workshops, presentations and meetings with our team, QSC developed a targeted plan for implementing a comprehensive integrated marketing strategy across all their business units: Quest Industrial Products (QIP), Quest Construction Products (QCP) and Quest Automotive Products (QAP).
The analysis and recommendations made included creating a cohesive product presentation and brand to the marketplace, refining and organizing products via the solution set they represent. With insight and direction from our design team, QSC was able to develop their new corporate brand, as well as a cohesive design framework for the three business units: QIP, QCP, and QAP.
This structure enabled the business units to present their products in a more comprehensive manner without sacrificing the integrity of the existing product brand equity.
Together, we implemented the new brand identity and design across all areas of the business units including sales collateral, creation and launch of the QSC, QIP, QCP, and QAP websites, and all PR efforts for their corporate QSC identity launch.
New Brand and Identity Launch
With a trusted partner in place, Quest Specialty Chemicals proceeded with implementation of their marketing strategy by utilizing our CoCreate process.
CoCreate Marketing Services included:
- Branding & Identity
- Corporate Communications
- Creative Design
- Web Design/Digital Strategy
Reinforcing Brand Positioning
To help reinforce the new branding efforts, our team worked with QSC to create a repository of videos and photo footage to be used for their current and future marketing needs. This included footage of various facilities, company leaders, and products.
As part of QSC’s ongoing branding initiatives, CompleteSpectrum helped develop and deliver a series of videos that communicate the firm’s vision and identity to the market. QSC chose to present these videos on their website to tell the “story” of the organization and showcase their leading market position.
The videos cover two main topics:
- The firm’s corporate identity, core values and differentiating qualities
- The firm’s commitment to research and innovation
In the brand identity video, the viewer is taken on a journey where they learn from executives, team members, and customers how Quest has been built around a passion for the business, and exceptional service and quality.
The second video tells a story visually about how Quest Specialty Chemicals, through its business units Quest Automotive Products, Quest Construction Products and Quest Industrial Products, invests in top talent and innovates through product development to lead the coatings industry.
Once these projects were completed, our goal was to build a lasting partnership and help QSC determine how to implement better measurement and analysis moving forward. CompleteSpectrum was an integral partner with every stage or their go to market strategy.
As part of an ongoing engagement, we identified new marketing opportunities and developed an integrated plan for implementation, furthering the expansion of the QSC and related business units’ message and brand to the marketplace.