Etivoet – Strong Positioning for an Innovative Family Business
Etivoet has been a well-established name in self-adhesive labels since 1954. The family business has grown into a leading and innovative player in the sector. In 2017, Etivoet approached Comma to further strengthen their market position and communicate their extensive range more clearly. Since then, we have been collaborating on a consistent strategy that makes their expertise visible and tangible, with a focus on innovation, sustainability, and employee well-being.
Challenge
With decades of know-how and a wide range of labels, Etivoet had everything in place to grow. The question was: how do you make such a broad portfolio clear and distinctive for clients and prospects?
Their goals were clear:
- Establish a strong positioning in a competitive market
- Create a simple and clear structure for their product range
- Ensure consistent communication, both online and offline
Our Approach
Strategy and Positioning
We began with an intensive positioning workshop. Using our own brand tool, we mapped out Etivoet’s strengths, values, and growth opportunities. A product/market matrix helped us structure their extensive portfolio clearly and prepare it for effective communication.
From Strategy to Communication
Based on the new positioning, we developed a clear marketing and communication strategy, including a media strategy. The goal? To position Etivoet as an innovative expert while providing their clients with the clarity and overview they were looking for.
Targeted Marketing and Communication Plan
To keep strategic choices sharp, we develop an annual targeted marketing and communication plan. This plan focuses strongly on digital channels, with a well-considered advertising approach and a clear social media strategy. In this way, we enhance Etivoet’s visibility in the market while ensuring a consistent digital presence aligned with their innovative and sustainable positioning.
Visual Style and Assets
A new positioning requires consistent brand materials. We designed, among other things, a style guide, e-signatures, and business cards that reflect the new visual identity.
Analysis and Optimization
All actions are tracked through clear dashboards. Together with Etivoet, we analyze results and define next steps, ensuring that their communication never stands still and continues to evolve.
Result
The clear positioning and product structure give Etivoet a distinct profile in the market. Their communication has become more consistent and professional, making the company more recognizable to clients and stronger externally as an innovative family business. Furthermore, there is now a solid foundation to better position their wash-off and multilayer products internationally, particularly in France, the Netherlands, and Germany. Thanks to the dashboards, we can continuously adjust, ensuring their marketing never stands still.
Our takeaway
This collaboration demonstrates the power of a sustainable partnership. By connecting strategy, creative work, and activation, we help Etivoet translate their rich history and innovative future into a brand that stands strong in the market.
