The virtual soul of a machine - the MTE brand story

We penetrate the very heart of the brand

When we get to the bottom of a brand, or rather: when we explore its soul, we usually do so with brandsync®. With this brand method, we uncover the innermost core of a brand based on cognitive and neuroscience. This is exactly what we did together with our client MTE as part of a brandsync® brand development process. The result: a brand with an identity that we communicate both online and offline. Including a sales-oriented website, company tour and more.

Key facts

• Branding and positioning
• Corporate design
• Virtual experiences: Website and tour
• Brand presence: website and image brochure
• Digital marketing

The mechanical engineering sector, especially the construction of CNC bed and traveling column milling machines, which is MTE's main field of activity, is not only highly competitive. There are also many me-too products here. In other words, milling machines from different suppliers that are more or less equally good. Which perform more or less the same. And which - at first glance - do not differ significantly. Anyone who understands this knows how crucial it is to position yourself strongly in this market. But what is the right spin for this - and how is your own brand perceived in the market and by your own employees? As part of our branding process, we worked on these questions together with MTE. The result: brandsync® has shown that MTE stands for technical excellence and

Reliability, trust, customer satisfaction and top service. But there is something else that stands above all of this: the pride of the employees and their team spirit. There is hardly any other project where we have seen employees who are so proud of what they do. The reason for this is that customers buy more than just a piece of technology from MTE. They get all of MTE's expertise with them. Because an MTE is nothing other than the perfect symbiosis of technical excellence and human know-how. We have poured these insights into the new brand positioning. It formulates a strong brand promise to customers: MTE is your machine, your team.

The new corporate design

The corporate design of a brand is its virtual soul, visually brought to life and cast in a creative form that can be perceived by the senses. We have therefore creatively transferred your machine, your team, into a new MTE corporate design. It is visually supported by purism. Reduced surfaces immersed in black set the stage for the actual protagonists: the MTE employees. They appear as strong advocates and contact persons. They make personal statements about their own company. They address customers directly and show their commitment: At MTE, people never stand still - so that customers' machines never do either, if possible.

Virtual tour takes customers directly into the MTE premises

Handshake qualities are still crucial in mechanical engineering today. Just like face-to-face meetings. However, these no longer necessarily take place offline. Instead, digitalization is firmly anchored in the industry. We are also focusing on this trend with the virtual company tour at MTE. It creates a personal brand experience where customers can immerse themselves in the world of MTE from anywhere in the world at the click of a button. The tour gives them first-hand impressions of the milling machines, the service and the workshop. But also of the most important MTE asset: the employees. Because they are the ones who support customers every day. And because it is their commitment that makes top performance possible for MTE and therefore also for MTE's customers.

Website as a digital sales concept

People who are used to getting their information quickly and directly from the Internet also work in the milling machine market. MTE has long recognized these signs of the times. Consequently, together with MTE, we are focusing on a digital sales concept. With a website that brings several thousand clicks per month to the website and converts these clicks into leads. To achieve this, we have also built a vibrant digital sales mechanism around the website - with a digital marketing strategy that leads target groups directly into the funnel of sales employees via targeting and online marketing.