New Vertical Brand Strategy Positions Patterson Pumps for Stronger Growth

Shorey & Associates recently launched a new multi-level vertical market branding program for Patterson Pump Company of Toccoa, GA. Patterson’s heavy-duty pumps and pumping systems serve four distinct vertical markets, including fire suppression, HVAC, plumbing and municipal clean and wastewater applications.

“A multi-level brand approach can be very effective within a vertical strategy,” said Day Shorey, agency president. “Particularly within an environment shaped by mergers and acquisitions, this approach gives you the flexibility to apply the one brand best recognized by a specific market segment. Having helped Patterson develop a strong corporate brand identity, we believed that equally strong branding initiatives applied to these four key vertical markets would bring a laser focus to all marketing efforts.”  

Shorey strategists completed vertical market assessments and drafted integrated brand strategies for each of the four targeted markets. Agency creatives then defined brand personalities and developed names and identities, including logo design, for each one. 

The agency developed print and digital ads with links and drivers to four new vertical market microsites. Each microsite provides easy access to more in-depth product information for each market. Collateral material and new market-specific booth graphics reinforce each of the new brand identities. Trade press releases introduced each new market brand on a measured roll-out over several months.

With a goal of protecting share in established markets while gaining share in newer markets, the highly focused, vertical branded products enjoy a growing position of strength—building momentum that will carry each one through the peaks and valleys of present and future business cycles.