When executives at AbelConn Electronics, a decades-old avionics and electronic components company, first approached Haley Brand Aerospace Agency, they had one long-term goal in mind: to sell the organization for serious returns. As this effort would require meticulous rebranding and repackaging, not to mention thorough, in-depth research, AbelConn Electronics sought the expert guidance of the Haley team.
Though AbelConn Electronics had been around for quite a while, its brand was muddled and confusing. It didn’t properly convey all the products, services, and solutions the company could provide. Customers were walking away confused and, more importantly, without making a purchase. AbelConn also had problems articulating the use and purpose of its products in consumer-facing copy and collateral; in-house copywriters were often using confusing or dated jargon that simply didn’t resonate with the target audience.
In order to sell, AbleConn needed to better package its brand to articulate its full scope of offerings, as well as develop a single voice and look that could connect all its different product lines.
Before embarking on any branding or positioning work, the experts at Haley Brand Aerospace Agency conducted extensive market research and competitive analyses. The company has its hand in many markets – air, space, land and sea defense, commercial aviation, military aviation, and space. This step was crucial in determining the unique value AbleConn’s new brand could offer its different consumer segments. It also identified how the brand could thrive and prosper in the ever-evolving marketplace.
Haley Brand Aerospace Agency pushed the envelope with all-new identity development, campaigns including website design and development, advertising, and environments. Through research and strategy, Haley launched the “Interface. Innovate. Perform.” campaign, which helped to quickly convey what the brand could offer – both product-wise and in value – to potential customers.
AbelConn Electronics and its entire branding suite were officially launched at the ITSEC tradeshow just months later. Unlike in past years, customers were no longer walking away confused. Instead, they were able to learn quickly and easily just how AbleConn could help solve their problems and meet their goals.
Haley Brand Aerospace Agency’s strategic branding and campaigns greatly increased AbelConn’s brand awareness and equity.
“We hired Haley Brand Aerospace for a complete rebrand of AbelConn. We design, build, and deliver complex electronic systems for aerospace and needed a partner who understands the industry. Haley was just that partner and did excellent work for us. Thank you!”