60,000 products, one clear brand. From basic alternative to positive choice.
RS Components serves customers in 32 countries, but its own-brand range, RS PRO, had little awareness and an expectation of poor quality. Our brand strategy created a proposition, visual identity and global brand system to give customers a reason to choose it.
The results
A huge range with no reason to choose it.
RS PRO was a strategic priority, but with 60,000 products and enormous diversity, customers didn’t know what to expect from the range and assumed poor quality. Products sold on features alone, not on brand.
A brand strategy built on three pillars.
Customer data, audits and workshops led to three brand pillars, Quality, Choice and Availability, set in a hierarchy that made RS PRO mean more than a budget alternative. The strapline ‘Our Range, Your Choice’ summed it up.
- An ‘everyday beauty’ visual philosophy, with photography by Rikard Osterland
- Universal logos, templates and messaging
- Global brand guidelines built with stakeholders worldwide
- Distribution through the RS PRO Brandzone platform
A positive choice, not a budget option.
The brand now runs across RS Components’ customer touchpoints worldwide, with regional teams equipped to apply it to thousands of products. RS PRO reported a year-on-year increase in product sales and a significant increase in brand term searches.
