We established a deep understanding of Imperial’s market, audience, and internal culture to identify insights and opportunities for growth and brand identity transformation.
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We established a deep understanding of Imperial’s market, audience, and internal culture to identify insights and opportunities for growth and brand identity transformation.
Imperial saw an opportunity in transitioning from a high-quality manufacturer hidden behind partner brands to a consumer-facing brand with its own identity. Their primary business has been producing hats and apparel focused on the golf industry, and they wanted to expand their offerings to other sports and lifestyle spaces. This required understanding their market, refining their vision, and identifying growth levers.
It was essential to align a large organization around this new brand narrative, ensuring that both internal culture and external messaging reflected Imperial’s craftsmanship and quality. They also needed to tell their story better to end users and establish themselves as a recognizable consumer brand.
We began by conducting in-person workshops with Imperial’s leadership to gain insights into their operational dynamics and cultural values. We examined their B2B and distributor relationships to understand how they were currently appreciated. This was followed by extensive market research, consumer surveys, and third-party data analysis to identify new target audiences and growth opportunities. We focused on uncovering the unique differentiators in their technical product design and craftsmanship.
Collaborating closely with the leadership team, we refined and articulated Imperial’s vision for the future. This holistic approach ensured that we could develop strategic insights and create a culture manual to support the necessary change management for aligning the entire company with the new brand identity.
Our comprehensive efforts culminated in the development of strategic insights and a culture manual that would ready Imperial’s workforce for a new consumer-facing identity. By understanding the company’s unique craftsmanship and technical excellence, we helped Imperial articulate their brand narrative and vision for the future. This enabled them to begin aligning their sales and marketing functions for deeper connections with new audiences in and beyond the golf industry.
These strategic insights provided Imperial with the tools to penetrate new markets effectively, fostering loyalty and advocacy among consumers. Ultimately, this sets the stage for Imperial’s transformation from a behind-the-scenes manufacturer to a prominent consumer brand with a distinct and recognizable presence.
We identified and developed personas for new audiences, aligning creative efforts to engage customers both within and beyond the golf industry.
Imperial is expanding the appeal for style and technical excellence of their products, aiming to become the definitive choice for discerning active lifestyle enthusiasts. They seek to cater to those who appreciate quality and express their signature style, positioning Imperial as synonymous with personal expression and style across diverse athletic pursuits.
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