FirePro is the leading brand in condensed aerosol fire extinguishing technology. The company designs, manufactures and distributes the environmentally-friendly FirePro Condensed Aerosol Fire Extinguishing Technology Systems worldwide. FirePro has built a global distribution network covering more than 110 countries across all continents over the last two decades and has successfully implemented projects and installations in these regions for a diversified portfolio of clients.
FirePro was experiencing a dilution of the brand that occurred as a result of the very rapid global expansion by the company and the establishment of a vast distribution network of partners with world-wide presence. As a consequence, an inconsistent brand identity across the company’s international network of partners and clients ensued, and communicating a consistent integrated brand voice was becoming more difficult.
Faced with these challenges, we were asked by FirePro to work with them to help the company develop a digital marketing strategy. The objective of the strategy was to establish global brand consistency that not only reinforced the company’s leading position in the marketplace across countries but that also brought about cohesion across the network of partners creating a single unified brand identity.
Working closely together with FirePro, we decided to consolidate the brand under one global website that serves all countries in which the company has presence and which communicates a cohesive brand aesthetic and message.
In order to overcome the potential barrier of non-English speaking users due to global presence, multilingualism and localisation of the website were obvious considerations. These were addressed in that the new website is currently being rolled out in 21 languages and will serve customised content based on the user’s location. Adapting the website to the nuances of multiple languages and linguistic differences did bring with it challenges in technology and web development, particularly in terms of right-to-left languages, compatible fonts and layout, all of which were resolved.
Further, the site has been designed and optimised based on best practices in UI/UX design and customer experience so as to serve as a lead generation mechanism that is centralised by nature to allow for better control and follow up of service. As a result, leads generated can be efficiently and effectively nurtured, and the customer experience significantly enhanced.
We also created an internal partners network with collaboration tools through which all company resources such as reports, sales and marketing material, white papers, etc., can be shared across the network. The purpose of this partner’s network was for the standardisation and use of marketing and sales assets to reinforce brand consistency across borders while also functioning as a knowledge sharing hub between the partners.
The creation of a global website by Base Element served the primary purpose of rebranding FirePro cohesively, on an international scale, so as to communicate and achieve a consistent brand aesthetic in all countries where the company has presence.
Further, the implementation of the collaborative internal partner’s network contributes significantly to the business transformation and a consistent brand message for FirePro across the globe through the adoption and sharing of standardised marketing and sales material in all regions. It has also produced efficiencies within the organization with the improvement and automation of processes, improved communication and effective collaboration by all partners.
As the website continues to evolve, we are also excited to see the positive impact of rolling the site out in 21 languages, strengthening the FirePro brand in countries where English is not the spoken language.