Bilion: positioning, identity and brand strategy
Bilion had a challenge common to many industrial companies. At first glance, what it manufactures could not be less sexy and more difficult to differentiate.
“Industrial door components” are invisible to the end user: they are at the final end of a long chain of decisions. Anyone who builds a house or a warehouse doesn’t even want to know which door the contractor chooses – what about the springs or hinges that go inside.
But for Bilion, it was really critical to make a difference. Having already won the confidence of automatic door manufacturers in Portugal, where it dominates almost 100% of the market, it now had the challenge of going international. In the larger and more distant European markets, commercial aggressiveness and good personal relationships are not enough. You need to have a digital presence and a distinctive promise.
