Danfoss Power Solutions division narrativeA narrative connects separate business units into one division with a vision
Danfoss Power Solutions designs and manufactures, for example, open circuit pumps, cartridge valves, hydraulic integrated circuits (HIC) and different controllers and displays. These solutions are offered under Danfoss Power Solutions’ Controls Division, which consists of four separate business units. The division also offers system solutions that include products and solutions from the different business units.
The aim of the project was to create a unified business division identity for Controls Division. The challenge was that the four business units have very different products and business goals. A special request from the customer was to create a narrative to act as the basis for all communications at different touchpoints.
In order to succeed, we needed to find the things that unite the business division across different business units and cultures, and to leverage the findings to build a clear and cohesive identity and narrative, the meaning and customer value of which could be easily communicated both internally and externally. The identity also needed to align with the Danfoss Power Solutions brand.
Solution
Building the identity consisted of three stages: acquiring understanding via background information, gathering data from stakeholders, and creating the identity. We began the work by reviewing the strategies of the four business units and establishing a basic understanding of what Controls Division does, for who, and how, also taking into account the Danfoss Power Solutions brand.
Next, we created internal and external surveys for the employees and customers of Danfoss Power Solutions and Controls Division. The surveys gave us necessary information about things such as brand perception, teamwork and future aspirations. We gathered and analyzed the results of the surveys and created a presentation for the customer that they could easily show to different stakeholders.
Based on strategic understanding and the survey results, we were able to design an impactful narrative and identity for Controls Division. The pinnacle of the identity work is the key message Change for better. Change works both as a noun and a verb, giving the message an insightful double meaning. Essentially, the key message and the narrative convey the meaningfulness of Controls Division; designing innovative products and solutions that enable a positive change, responsible growth and energy efficiency for the customers of the division, and for the world at large.
Research work, including
- Reviewing strategies
- Internal and external perception survey
- Presentation of perception survey findings
Communications identity, including
- Business division narrative
- Message hierarchy
- Key message
- Promise statement
- Value proposition
- Positioning statement
Visual identity, including
- Look and feel
- Visual style
- Graphic elements
The impact of this project work has been remarkable for our Business Unit in Danfoss Power Solutions.
Working on the Controls Narrative project with the team at ILME has been an exhilarating journey. Right from the start, they grasped the essence of the brief and approached the project with unwavering enthusiasm, while also providing a well-defined structure.
The ILME team’s professionalism and commitment were evident as they delivered on their promises within the timeframe and on budget.
The impact of this project work has been remarkable for our Business Unit in Danfoss Power Solutions. Since the completion of the project, we have effectively implemented the Controls Narrative both internally and externally. It has fostered a strong sense of belonging within our core teams and provided us with a creative and consistent platform that serves as the foundation for all our marketing campaigns and communications.
Michelle Leanne Rohrlack, Division marketing, Danfoss Power Solutions
Mairead Walsh, Marketing specialist, Danfoss Power Solutions
Working with Danfoss Power Solutions and the Controls Division’s narrative and identity was a journey that gave us comprehensive insight into the inner and outer workings of a business division with four very different business units, and ca. 2300 employees globally. That we were able to distill all the insight into a meaningful narrative, and other communicational and visual outcomes, was a fantastic result and a shared triumph between us and the dedicated people of Danfoss Power Solutions.
Anna Valkonen, Creative strategist, ILME
Customer
The journey of Danfoss began in 1933, when Mads Clausen founded Danfoss in Denmark. Since then, the business has grown from a solo enterprise into one of the world’s leading suppliers of innovative and energy-efficient solutions that increase machine productivity, reduce emissions, lower energy consumption, and enable electrification. Danfoss’ business segment Danfoss Power Solutions is specialized in providing mobile hydraulic and electrification products and solutions, and its business unit Controls Division contributes to a positive global change for better by designing and manufacturing, for example, open circuit pumps, cartridge valves, hydraulic integrated circuits (HIC) and different controllers and displays.
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