Making The World More Beautiful
Established in 1974, Q’s Advertising is a local company with its humble beginning as a billboard illustrator. Over the years, the company has grown from strength to strength and is widely known for creating and building festive decorations across Singapore.
Some of its projects include Changi Airport's SpongeBob SquarePants-themed Christmas 2013 decorations, design and production of Chingay parade floats, Tanglin Mall Christmas decorations and many more.
While the company has grown steadily over the years, adding services and continually improving work quality, their brand had remained stagnant. With no clear positioning, they found it increasingly difficult to stand out amongst growing competition in the market. To better compete and attract more talent to their workforce, Q’s Advertising decided it was time to embark on a strategic branding exercise that would set the company apart from others offering similar services while promoting internal alignment.
Our goal was to position the Q’s brand in a way that would make it more relevant, distinctive, and credible to its customers, employees, and partners. Our process included interviews with key customers to understand their brand perceptions and expectations. This research proved Q’s brand to be “a force to be reckoned with” within the category. So we set our sights on making this clear to customers and employees by restructuring its brand architecture, formulating a robust brand strategy, creating a new brand identity and garnering alignment across all departments.
Partnering with Trine & Associates, the Q’s Advertising image was revitalized to reflect its new brand purpose. We established a program where brand ambassadors participated in a train-the-trainer program to ensure employees understood their roles in supporting the brand’s growth.
Re-establishing Q’s Advertising as a market leader was accomplished using a multi-pronged approach. Creating a revitalized brand identity was just the beginning, the new brand vision of “We strive to make the world more beautiful” resonated across all its stakeholders and brought a new meaning to its brand. The next step of identifying and training internal brand ambassadors gave the brand legs and helped spread the message both internally and on customer-facing communications. Equipped with a compelling and differentiating story and a renewed enthusiasm for telling it, Q’s Advertising launched its new brand to widespread acceptance and achieved brand resonance.