SCF Group Rebrand
Branding as a tool for organisational restructuring.
The SCF Group rebranding case study demonstrates that strategic branding is so much more than words, pictures and a logo. Quite the opposite, it’s a means of effecting massive structural change that’s aligned to market realities and organisational goals. In other words, strategic branding isn’t just about changing the way organisations look. Rather, it goes far deeper by transforming the way organisations think.

What really matters is how big people think you are. Not how big you really are.
This resulted in a poor conversion of mining and defence contracts since the organisation was perceived to be too small to deliver the requirements of these complex sectors. Clearly, if SCF was to grow and make a serious dent in the national market, it would need to overcome its existing perception of being a minor player.








Was it all worth it?
Another aspect of the branding strategy was to position the organisation along the lines of innovation (‘Built to contain’) given that this was a gap amongst larger competitors. And with several product innovations to its name, this was a promise that the brand could deliver convincingly.



