Precision Micro

Energising the ultimate value within a brand: its people.

Precision Micro, a chemical etching company is focused on detail. But, following a management buyout, we saw the opportunity to pinpoint a sustainable source of value for its business.

An exterior shot of the Precision Micro signing on their headquarters building

Precision Micro is one of the world’s foremost specialists in chemical etching. Established in 1962 and based in the UK, they manufacture more than 60 million precision etched components each year for leading names in more than 30 countries. From high-performance aerospace and automotive alloys to hard-to-machine medical-grade titanium, they work with customers to develop and etch complex, burr and stress-free parts to the most exacting specifications, with pinpoint precision.

The story.

People are intrinsic to the value of a business – and they, themselves, need to be valued. They need to be energised, enlivened and inspired by the brand they’re part of. So, partnering with the newly independent management team, we set about building a new brand strategy and internal communication strategy.

The thinking.

As part of our brand strategy consultancy, we worked closely with the business at all levels, from shop floor to management. We anchored our thinking around one question: what made Precision Micro’s people get up in the morning and come into work? The answer lay in the fact that everyone felt empowered by making a difference in the world, every day. By making a better day today, and by never stopping improving, so every today is better than yesterday. This gave us our rallying cry to feed into our entire strategy.

An electronic tablet is resting on a marble slab with an electronic pen next to it, the precision micro website is visible on the tablet screen

The execution.

Turning this insight into a compelling brand story started with inspiring Precision Micro’s people, right from the grassroots. We created a new brand activation strategy, story, vision and mission, and an identity based around the idea of ‘Better Today’. We then launched from within, at a company ‘town hall’ event enabling all of the brand’s people to realise the part they have to play in their future. A future that starts today.

The differentiator.

Any company newly fledged from its parent finds itself at an uncertain time. By putting Precision Micro’s story in the hands of its people, we made them masters of their destiny – a real differentiator for a brand going beyond the bounds of photochemical etching, creating the components that make a better today for everyone.

If your story needs tweaking or you need to find your voice, speak to the B2B brand strategy experts at Wyatt International. Get in touch today!

“People are all too often a business’ untapped source of value.”

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