The new leadership team at Benton & Associates approached McDaniels Marketing about moving the company forward into a new growth cycle. The now 50-year-old engineering firm has built its success around innovative design, engineering, and surveying for municipalities and businesses with a specific focus on water and wastewater treatment plants. Benton also specializes in Civil/Site Development, Pools & Recreation, Structural Engineering, Electrical, Sub Surface Utility Engineering and Transportation throughout Illinois, Missouri and a few neighboring states.
The challenge was to rebrand and redefine the brand of company based on the new name Benton Engineering, while not alienating current customers and employees who are very familiar with the prowess of their engineering team. Our team dug deep via a thorough stakeholder research process to fully define their strengths, weaknesses, challenges and opportunities. We wrote a new brand promise statement to serve as the foundation to all written marketing collateral. A new logo and brand expression package was then crafted that provided a bold new face for the company.
Their comprehensive marketing communications plan was built upon a new emphasis on digital media including a brand-new website and social media strategy that will enable the company to reach and influence new prospects and new employees. See the results here: https://bentoneng.com/
In addition, a newly branded RFQ template has been developed to help their new business team pursue new contracts. The new brand is helping them win new business with greater ease.
The logo graphically symbolizes the Benton ability to think outside of the box, to go beyond the ask and do whatever it takes to get the job done. It also gives a sense of communit with a downtown square and then venturing out to other regions and communities. The 2 colors represent Benton and their clients… as well as impacting the outside world in a positive way. Leading the Way | Moving Forward | Deliberate.
“Changing one’s name after 50 years is a big deal. Not only does your new moniker have to resonate with those who knew you, it has to connect with those who don’t know you yet. McDaniels Marketing helped us through the process every step of the way. Not only did they help us in creating a new logo, they established a voice for us that not only captured our heritage, but gave us a vision for moving forward. ” – Jaime Headen, President of Benton Engineering
