Since our foundation in 2009, our company has grown rapidly. For that reason, at the end of last year, the Management Team decided to take a closer look at the positioning and corporate identity of the company. That resulted in more clearly formulated positioning, and a clear determination of the company’s identity and core values. Hans van den Boom, our Chief Marketing Officer, will tell you all about this project below.
“All of the above lead to the change of the company’s name. We decided to use our most important brand for the new corporate name: ‘Illuxtron’, replacing the former name ‘LedsProgress’. We then decided to add ‘International’, to show our international character.
To market our brand Illuxtron more powerfully, the old brand logo was restyled in a more robust way. Only restyling kept the Illuxtron logo familiar.
The formulated positioning is now being implemented into all communication and marketing tools. During this process, the values ‘transparency’ and ‘reliable’ are most important. Hans: “We distinguish ourselves from competitors by being transparent, which is not common in the B-2-B branch but yet fits the modern age we are in. We live up to those standards by being open and honest about where our products are being made, the performances of our products and our extremely low failure rate, which is exceptional. We are open and upfront to our customers, telling them when our products do not meet a specific need. You could say our sales people are ‘remarkably straightforward’; we don’t sell hot air, we deliver. Our way of doing business is entirely based on offering smart solutions, offering high quality products and sharing our knowledge with you. Only that way Illuxtron products redeem themselves. You will see this philosophy in our new payoff: rewarding brightness.”
At all times, Illuxtron wants to be reliable, flexible, transparent and inventive. Hans explains: “You will see this not only in our payoff ‘rewarding brightness’ but also in our complete corporate concept by using words and visuals such as: ‘exceeding expectations’, ‘flexibility is key’, ‘reliability first’, ‘sharing knowledge’ and ‘distinctively straightforward’.
All of us work hard to bring these values to practise, every day. However, feel free to provide us with feedback!”