Prima Power Brand Strategy
THE FULL PROCESS
For the multinational sheet metal manufacturing corporation, Bellissimo carries out the most extensive and thorough brand strategy and brand communication review.
With Prima Power, the challenge is the most ambitious: renewing the brand’s communication positioning to define a distinctive proposition within an increasingly crowded global sector, while also refreshing its overall brand communication. At the same time, the project seeks to optimize a complex brand architecture to ensure greater alignment and coordinated action across the company’s operations in Europe, the United States, and China.
The need to revise the brand strategy comes from the new ownership’s clear desire for clarity. While Prima Power’s breadth of offerings and expertise is undisputed —which makes it a leading name in the sector— the sheet metal market faces increasingly aggressive international competition. Sheet metal is one of the most widely used materials across industries, from aerospace to furniture, and numerous emerging companies are ready to provide their own laser cutting, drilling, and bending technologies to both large corporations and small to medium-sized enterprises.
For further insight: an interview with Enrico Garino, Chief Marketing Officer of Prima Power
In collaboration with the company’s marketing team, Bellissimo begins its listening and research phase. The goal is to understand the strengths and unique features of the machines, the differences with key competitors, the needs and expectations of various types of client companies, and the opportunities and threats across different markets. Alongside interviews with all managers responsible for specific areas, the analysis phase includes two remote focus groups with product managers and sales representatives from multiple countries. These sessions explore the relationship between the technologies and the practical needs of users, as well as discuss the potential overall value proposition. An internal questionnaire to complement the competitive mapping, along with interviews with representative clients, rounds out the research.
A questionnaire sent to the interviewees and focus groups allowed mapping of the technological offerings of the main competing brands.
The many key insights gathered feed into a strategic report that outlines the direction for communication positioning and the foundations of branding, including Brand Constellation™ and Stella Polare™. Bellissimo proposed the tagline Evolve by integration for the new phase of communication: in a mature sector characterized by highly standardized technology, the brand promise is to elevate clients’ production performance through the ability to offer integrated automation solutions — an outcome of unique experience and expertise. It underscores the pivotal role of the process and the selection of the most suitable technologies for each specific need.
Now, our communication is much clearer and more straightforward. I can see our colleagues finding it easier to understand how we speak as a brand. […] And when people far from you begin explaining things the same way you would, that’s truly satisfying.
Enrico Garino, Chief Marketing Officer
Before shaping the communication for the market, the branding phase’ outcomes had a strong internal impact.
From these foundations, Bellissimo developed a comprehensive platform for Prima Power’s brand communication, including the key content for storytelling and promotion, along with guidelines for creating future messaging — the Storytelling Pillars that will support the brand’s activity from that point onward. The Tone of Voice and Copy Strategy were specifically designed to capture the attention of professional audiences through clarity, repetition, and the use of vocabulary and factual topics closely aligned with their needs and daily priorities.
The new direction includes consulting on Prima Power’s presence across various social media channels and proposing a dedicated strategy (key themes, guidelines, format suggestions), as well as a plan to launch the new positioning. The process concludes with a focused review of the industrial group’s Brand Architecture, which also includes Prima Additive and Prima Electro.
When we need to present new developments, we can always frame them in a way that stays consistent with the past. It’s a kind of test that shows the positioning is right and aligns well with our growth axes.
Simona Di Giovanni, Brand Marketing Communication
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