M&A BRAND PROJECT

RN Electronics

Market repositioning & brand building
that led to them being purchased

Project Overview

Luna worked with RN Electronics over a number of years to help develop a new brand strategy and market positioning for the business that enhanced their attractiveness to major corporate clients and ultimately to a new owner. This highlights our work in the M&A market. They specialised in EMC Testing and Advanced Technology (including getting 5G Ready) with their UKAS accredited facility. Providing certification, verification, UKCA and CE marking for electronics products, with a diverse range of applications from medical and military to aerospace.

Website

https://www.rnelectronics.com

Industry

Specialists in Advanced Technology Testing

Location

Cheltenham

Services Provided

Brand audit

Strategy

Positioning

Brand Creative

Exhibition Branding

Brand Literature

TECH

Business Objectives

Following Luna's work supporting their long term brand strategy development, RN Electronics Ltd was acquired by Kiwa UK Group, a TIC company. Kiwa are an independent, impartial global leader in Testing, Inspection and Certification. Clearly, the operational capability of a business like RN is critical in any decision for a purchaser, but the market visibility and brand positioning is equally important. RN Electornics traded for a period under their brand but have now integrated into Kiwa as Kiwa Electrical Compliance. To be clear Luna were not involved in this subsequent M&A Rebranding, as our work was focused on the company being acquired this time, but it follows a well-trodden acquisition integration path.

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I am so pleased with our re-branding! It absolutely reflects the ethics and future direction we wish to take the business."

Sarah Allen-Stevens

Business owner

What Did We Do?

At the outset we conducted a Brand Audit and created a long term brand strategy. This addressed the need to appeal to larger, corporate clients by changing their visual styling/imagery, brand story and key messaging.

With the strategic foundations in place we developed key brand marketing assets to reinforce the strategy, including: logo design, digital brochure, product branding key services; trade adverts and exhibition stands. Luna supported them in building their company brand up until they were acquired by Kiwa in 2022.

Deliverables Achieved

The RN brand credibility and relevance increased dramatically in the period we worked with them. They secured a number of larger corporate clients and developed a role in the 5G and advanced technology marketplace. Our work on brand building was applied consistently over time leading to their acquisition. Now they operate as an important member of the Kiwa Group.

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We approach every new brand project as bespoke. The business and market context is different for every client project and we tailor each one to reflect this. Our branding capability ensures that your brand is built on rock solid foundations which allows the marketing campaign activity that follows to be more effective.

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