Motus Truck & Van - Mercedes-Benz

Giving this heritage brand a realigned identity, vision and values to unite behind.

Services Provided

Strategy
Consultancy
Brand Identity
Marketing
We work in close partnership with our clients to create robust, intelligent marketing strategies based on customer needs and business goals.

“The team at StrategiQ took time to gain a thorough understanding of our business and objectives from the outset. By questioning and challenging our thought process, they have helped us truly define and document our purpose, mission and vision. They've certainly delivered on what they promised, demonstrating their expertise and creativity throughout the process and delivering the tools we needed to achieve our marketing objectives.”

Tom Sunderland, Head of Marketing

S & B Commercials are a Mercedes-Benz Dealer in the UK and part of the Motus Group. Originally two established and successful businesses in their own right, S & B Commercials and Orwell Truck & Van joined forces in 2018 with the aim of providing high quality Mercedes-Benz commercial vehicles to customers across Hertfordshire, Essex and East Anglia.

Following a recent brand realignment, S & B Commercials and Orwell Truck & Van outlined the need to significantly change their organisational culture.

At the forefront of this was a set of core corporate values that would set standards and lead their actions and behaviours, both internally and externally, to drive engagement and business growth.

This revitalised vision needed to be presented through the launch of their realigned brand in conjunction with a new cultural manual and supportive creative assets.

Client Story

Stakeholder Engagement

Consultancy

The first step was to establish the intentions behind the new brand positioning. This meant holding multiple discovery workshops with key stakeholders of Motus Group.

The purpose of these sessions was to extract as much information as possible about the vision for the future of the business, what the business objectives were and what was currently valued across both merging businesses. This meant we could begin to develop the brand story in the next phase of the project.

Standing for something

Values

It always starts with the purpose; we needed to establish why Motus group exists. Through consultancy and creative workshops, distilling all the key takeaways down into one simple phrase that voiced the brand’s true differentiator. Once this was finalised, we could then begin to build the brand’s mission statement, vision statement and values.

Mission – To help customers reach their destination with confidence.

Vision – To be an employer of choice and the first thought for customers.

More than a logo

Branding

Developing the statements that define a brand is one thing; bringing it to life and instilling it into a business is another. We now needed to identify the key deliverables that would help everyone in the business to buy into the new direction. These ensure that everyone who touches the brand can live and breathe its values, understand the company’s mission and make decisions based on the vision of the company.

For Motus Group, we developed:
– A Brand Culture Manual that everyone in the business would own
– Office / Workshop graphics that ensured everyone throughout their offices and workshops was immersed in the brand
– A Digital Culture manual that could be used online and on screens in the waiting rooms and workshops
– A Social Media launch strategy that released the new brand positioning out into the real world

The road ahead

Launching the brand

The great thing about releasing a brand into the wild is that the launch is just the beginning. With the Motus Group launch we had to make sure the merge of two businesses was recognised and positioned in a positive way. In doing this we would give the brand a new lease of life and move the business forward – appealing to the right clients, engaging employees and building a network of ambassadors who would talk about the business in the way that was intended.

We have loved working alongside Motus Group and can only see our relationship getting stronger now that we can build on these brand foundations through an integrated marketing strategy.