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BMN Bouwmaterialen: From Diverse Identities to One Strong Brand
| Project | Rebranding fleet |
| Scope | ± 300 verhicles |
| Challenge |
Ensuring a uniform brand identity across a geographically dispersed and diverse fleet.
|
BMN Bouwmaterialen, a major player in the Dutch construction sector, was formed in 2015 from the merger of nine companies. The challenge? Converting the brand identities of these companies into one uniform and recognizable brand identity – that of BMN. The fleet, as the mobile representative of the brand, formed an essential component of this transformation. RGN, with its expertise in project management and rebranding, was brought in as a strategic partner to realize this rebranding. The guiding principles were minimal disruption to daily operations as well as maintaining a consistent brand identity.
RGN's Role in the Rebranding of BMN Bouwmaterialen
With the rapid growth of BMN Bouwmaterialen in the following years, primarily through the acquisition of other building materials companies, the need for a harmonized brand identity remained. Each newly acquired company, and thus each newly added vehicle, needed to be integrated into the existing BMN brand identity. Thanks to the success of the initial rebranding in 2015, the year the collaboration between RGN and BMN began, RGN became the partner for integrating the vehicle fleets of the subsequently acquired companies into the BMN brand identity. For example, in 2023, RGN was again responsible for rebranding 53 vehicles following various acquisitions.
The Next Step in Brand Consistency
After a new acquisition of Raab Karcher, RGN started rebranding approximately 80 more vehicles at the end of 2023. In just six months, all vehicles were repainted, the tarpaulins of the trailers and trucks were replaced, and the foil applications were produced and mounted.
A Fresh Look at Uniformity: From Diverse to One
One of the biggest challenges was maintaining a consistent brand identity across a rapidly growing and geographically dispersed vehicle fleet. RGN took on full project management to ensure BMN’s primary business activities could continue uninterrupted. Key solutions included:
- Centralized Project Management: RGN coordinated all aspects of the rebranding from start to finish, ensuring seamless integration of the new vehicle fleets and guaranteeing uniformity of the brand identity.
- Local Collaborations and Expertise: Utilizing local painters and leveraging existing supplier relationships guaranteed quality and efficiency throughout the project.
- Minimal Customer Burden: Efficient planning and execution minimized the impact on the daily activities of BMN.
The Result: a Strengthened Brand
With the successful completion of the rebranding over three phases, a total of approximately 300 vehicles were transformed into the new BMN brand identity. This not only increased brand recognition but also improved operational efficiency. The uniform appearance of the vehicle fleet enhances BMN’s professional image.
RGN: Your Partner for Innovative Rebranding
The successful collaboration between BMN and RGN illustrates the power of a well-thought-out strategy and strong project management skills. It demonstrates that challenging rebranding projects can be successfully executed without disrupting daily activities. It highlights our value as a reliable partner for businesses facing complex logistical and operational challenges during expansions and acquisitions.
Rebranding a vehicle fleet is often an integral part of a comprehensive brand identity implementation. RGN manages the brand identity of vehicle fleets for leading organizations such as Antea, Cosis, SMT, EMpatec, FrieslandCampina, Lely, ‘s Heeren Loo, Vitens, and many others daily. Want to learn more? Contact Tom Dijk via the details at the bottom of the page.
Or call us now at +31 88 987 99 00
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