Finding focus in a time of transformation
The problem
Throughout its 120-plus years, Belden has been at the center of some of the most transformative technological breakthroughs in history. Today, Belden is undergoing a transformation of its own — evolving from a manufacturer of cable and connectivity hardware, to a provider of integrated network and data solutions. But, when we first met Belden,
it didn’t look or sound the part of the organization it was evolving into. This was leading to a disconnect between customer perceptions and the company’s true capabilities.
We guided Belden through extensive research which opened up a pathway through the problem.
Capabilities
Rather than rejecting its past to embrace its future, Belden should highlight the human need that has driven its innovation efforts since day one – making connections.
The solve
Summed up by the essence “Connect to What’s Possible,” Belden’s new brand platform provides both an elevated purpose and a more accessible articulation of what Belden does. This is visualized in an identity where disparate elements come together to form a window into new possibilities. The next step was to bring all the above to life to through experiences that touched all audiences—from video storytelling and sales presentations, to internal trainings, physical environments, and employer brand initiatives.
Results & ripple effects
Within months of the launch the impact was already undeniable — with a 33% increase in online engagement, an unprecedented interest in Belden’s solutions, and leaders around the globe citing the new brand as a catalyst for organizational transformation.
“Our new brand gives clarity to what we do and why it matters.”
- Belden CEO
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