Brighton Tru Edge Re-Brands
The cold-form vessel and tank head manufacturer launches a differentiation strategy.
Posted: May 11, 2015
Brighton Tru-Edge (Cincinnati, OH), the largest cold-form vessel and tank head manufacturer in North America, announced that it has re-branded and launched a new website, www.brightontruedge.com.
Celebrating their 100th continuous year in business, the company decided to refresh its brand and update its logo by shortening their name from “Brighton Tru-Edge Heads” to “Brighton Tru-Edge,” dropping the word “Heads” to better reflect the broader product offerings available to customers. Adding “Est. 1914” to the logo communicates the longevity and stability of the company. The updated logo contains an icon that looks like an arrow and represents the unique machine-beveled edge that is offered on all of their tank and vessel heads.
“This is a strong differentiation for our company,” said the chief executive officer, Jeff Hock. “It also represents our perspective to be in the front of the industry, offering innovative products, materials and processes to meet our customers’ needs.” The president, Mark Lang, added, “This new brand is a reflection of our innovative spirit and the forward-moving perspective that makes us stand out in the industry.”
The new website explains the high-quality products and services the company offers. It utilizes the latest functionality, showcases the new brand and is simple to navigate.
Interactive features include:
- Scrolling market update across the top of the website showing Surcharge and Scrap
- Online catalog of products with technical diagrams and datasheets for head designs
- An interactive product sorter so customers can find the head they are looking for and understand Brighton Tru-Edge’s capabilities
- Expert blogs and newsletters
- Resource center with items such as manuals, tank head charts, diagrams, FAQs and a glossary
“Our new website is designed to make it easier for our customers to understand the breadth of services we offer and how we can serve them comprehensively,” said Lang.