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New-look Thorite delights in its difference

New-look Thorite delights in its difference

Monday 14th April 2014

As the UK's biggest and most successful independent supplier of industrial compressed air, pneumatics, vacuum and process solutions in the UK, Thorite is obviously unique. The company's 164 year history reinforces this fact, but what matters most to Thorite's nationwide customers is the outstanding engineering knowledge and expertise that supports the specialist installation and maintenance of total-factory fluid power solutions.

With this in mind Thorite's senior management decided the time was right to highlight the company's skills, service and over £3 million of stock levels, by developing a comprehensive rebranding exercise, designed to spell out each of the differences the company has worked so hard to perfect.

Working closely with Rising Stars, part of Bradford Council's Business and Enterprise Programme and a specialist marketing agency, Thorite has now launched a bright new logo and complete corporate identity which is being applied to every part of the company's promotional profile, including stationery, literature, advertising, website, service vehicles, sales centre signage and interior design – and every item within the Thorite rebranding is completed with two very significant words - "we're different".

Speaking of the rebranding, Thorite's Managing Director Stephen Wright said: "A great deal of positive thinking lies behind our fresh new identity. Everyone who works at Thorite is proud of the expertise which singles us out in our specific fields, but it took an outside specialist to research our market, interview our customers and pinpoint exactly what it is that sets us apart. Our difference extends throughout our innovation & quality, our independent advice, our efficiency planning, our system design & build, our supply, installation & commissioning and our engineering support, service and repair. It's something we've been doing for many years, but now we have the means to promote our difference much more effectively."

Alan Donkersley, Thorite's Sales Director, is at pains to stress that while the image change is important, what really makes Thorite different is based on in-depth industry knowledge and hand-picked personnel, saying: "Our rebranding is all about re-focusing the business on key markets and customers, by ensuring we're equipped to meet the needs of modern manufacturing and processing industries both today and in the future. Our graduate-trained engineers can now provide a vast number of innovative pneumatic products, each selected to help customers work faster, reduce downtime and cut costs. We're incorporating the latest communication and control into our systems solutions and it's all aimed at helping our customers to improve their productivity."

Rising Stars Business Services Manager, Carolyn Coleman, said: "Thorite is an example of how a well-established Bradford company can still be a high-growth business with enormous potential. After approaching Rising Stars for support on the rebrand we were able to partner them with an agency who could offer new ideas for getting the most out of its operations as it continues to make great strides. Taking a step back and getting a fresh look at your business is no mean feat and in true Thorite fashion, the team has made the transition effectively and efficiently."

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