Long-established companies update corporate image to match their ambition

Ross Gowler, Thorite director of marketing and engineering services, and Stephen Wright, managing director, with some of the new-look promotional material

Ross Gowler, Thorite director of marketing and engineering services, and Stephen Wright, managing director, with some of the new-look promotional material

First published in News Bradford Telegraph and Argus: Photograph of the Author by , Business Reporter

Two long-standing local firms have unveiled new identities after updating their corporate image.

Pneumatics specialist Thorite, based at Laisterdyke, has invested in a comprehensive rebrand and unveiled its new look while reporting record results for 2013.

Meanwhile, Saltaire-based insurance broker Sydney Packett & Sons Ltd has rebranded as Packetts.

Thorite, the UK’s leading independent supplier of industrial compressed air, pneumatics, vacuum and process systems, which has operated for 164 years, has worked with Rising Stars, part of Bradford Council’s enterprise support programme and a specialist marketing agency to develop the new branding incorporating the slogan, ‘we’re different’.

Managing director Stephen Wright said: “As the market improved I felt it was the right time to look at investing in our identity and how we market the Thorite brand.”

He said that last year Thorite boosted sales by 14.3 per cent, taking turnover to a record £13.8 million Stephen added: “This growth is broad-based, including significant growth from the operation we set up in the West Midlands in early 2012, plus a resurgence in installations in new-build factories, which I believe is showing that the market is really turning in the right direction.

“A great deal of positive thinking lies behind our fresh new identity. Everyone who works at Thorite is proud of the expertise which singles us out in our specific fields, but it took an outside specialist to research our market, interview our customers and pinpoint exactly what it is that sets us apart.

“Our difference extends throughout our innovation and quality, our independent advice, our efficiency planning, our system design and build, our supply, installation and commissioning and our engineering support, service and repair. It’s something we’ve been doing for many years, but now we have the means to promote our difference much more effectively.”

Bank of England regional agent Will Holman and former Bradford City footballer Wayne Jacobs helped Packetts unveil its new corporate image at a business event in Baildon.

The firm has a new website and also announced a new business focus.

Packetts specialises in four main areas – commercial, not-for-profit, training and specialist insolvency and has earned Chartered Insurance Broker status – which fewer than 100 UK insurance brokers hold.

Director Marshall Sugden said: “Andrew and Charles Packett and myself felt that after 94 highly-successful years, the business was due for a re-brand! What hasn’t changed behind our new image are our values of professionalism, service and face-to-face advice. Our clients know that we’re there when they need us.

“While we’re not taking our eye off the sectors that we currently serve, we do have a new business focus; raising our profile among the small and medium-sized enterprise community in West Yorkshire.”

Along with their commercial expertise, Packetts also provides bespoke insurance to charities and not-for-profit organisations. Clients include St John Ambulance, Guide Dogs for the Blind and the Royal Medical Colleges. The firm’s specialist industry training arm, Trainsure, is celebrating its 50th anniversary.

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