As we began the brand audit – stakeholder workshops and interviews, industry, customer and competitor research – one thing became evident: ‘support’ was at the heart of everything the two organisations did. Rightfully so, ‘support’ was the key sentiment we relayed into the new brand’s positioning, a recommendation that had unanimous stakeholder buy-in at the very first presentation.
Leveraging brand equity from Sanad Aero, while formulating a name that directly conveyed the new brand’s positioning, we named the new organisation ‘Sanad’: the Arabic word for support. A monolithic brand architecture system guides sub-brand naming and management: Sanad Aero is now Sanad Capital and TS&S Aerospace is now Sanad Aerotech.
Sanad’s strategic platform builds on the human, progressive, collaborative and future-facing aspects of the organisation. “Support where it really matters” as the brand essence guides everything Sanad does, from embracing innovation to investing in key capabilities, all of which enable customer growth and excellence. From brand values to tone of voice, Sanad’s brand strategy is geared towards its vision of “becoming a champion of the Advanced Industries sector”.