In the facility services industry, it is difficult to own a brand presence that breaks down the commodified, race-to-the-bottom-line sort of discussion that contract discussions frequently devolve into.
Our task here was to find an essential identity within the existing Eurest company, its culture and performance and legacy, that would shift the conversation towards one of quality rather than bargain basement.
What we found was that Eurest operations specialists were far more passionate about their work, developed and followed far more refined and high-quality protocols, and therefore were in a position to bring far more reliable and proactive value to their customers.
Again and again, their clients reported to us that they were just more knowledgeable, had brought really impressive cost-saving ideas and new technologies to their attention, and performed with total reliability where a cheaper service might now.
From there, we arrived at this tagline: Mastering the Craft. Not only does this reframe the facilities services equation as one of creativity, dedication, and skill, but it also elevates the Eurest offering to the very top of the quality spectrum.
This reframing, along with its rollout in web, video, and print media, allowed the Eurest sales team to shift the business development conversation away from the dollar sign and back towards being the best value.