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Beta Steel was in need of a brand makeover to establish itself as a leader in the steel wire industry.  The nearly 50 year old company was looking for a strategy that would allow them to create awareness throughout the industry.


The first steps where to research their customers to understand what made Beta Steel a top choice.  Based on internal surveys and questions as well as customer responses and testimonials, the brand “Agility, Speed, Strength was created.  This statement set Beta Steel apart from everyone else in the industry.  Extension of the brand then occurred first internally throughout the company, and then through tactics including a redesigned logo, a new website, email marketing, trade show booth design, slide show creation, brochure, trade show advertising and the development of a video series.