Bennetts re-brands and celebrates growth
By Christian Shelton15 June 2018
UK tower crane hire and sale business Bennetts Cranes has re-branded the company with the aim of updating and refreshing its image. The re-branding includes a new logo, website, internal and external marketing material and social media. The company said the re-brand comes on the back of rapid growth over the last three years which has seen it gain a place in the Financial Times’ prestigious FT1000: Europe’s Fastest Growing Businesses listing.
According to managing director Edward Seager, the re-brand is part of an on-going drive for innovation, growth and improvement across the business. “Over the last three to four years we have seen rapid growth and we have been focused on the delivery of our service and building our fleet of cranes,” he said. “However, this year we wanted to make sure the appearance of our brand matched the business success and status. The construction industry, and crane hire sector in particular, has been slow to keep up with trends in modern marketing and branding, but that is starting to change. We know that to stay competitive we need to look at every aspect of our business - our company re-brand is just one part of that.
“For us it’s not just about giving a professional look, the re-brand goes much deeper into the ethos of the business. It has made us look at our processes, our internal communications and the messages we give our customers and the wider industry. We know that our equipment, people and service is high quality, but we need to let people know that – this rebrand supports that. We certainly feel we are now well-placed for the next decade ahead and we’re focused on continuing our growth and strengthening our brand.”