How do you combine four well-established and distinct brands in an esoteric business like surface preparation into a single identity while still maintaining their established brand equity? “Very carefully,” says Henrik Jensen, president and CEO of Pangborn Group.
According to Jensen, establishing a unified online presence is a critical step in solidifying Pangborn Group’s presence as a global brand and leader in the surface preparation industry. “All four brands — three of which are well over a century old — were acquired by Atlas Holdings LLC over the last several years, but until now each maintained its own identity and website, and operated somewhat independently,” Jensen says. “However, as we build and grow Pangborn Group as a global brand, the opportunity and ability to cross-sell our collective product line is critical. And our new website is a tremendous representation of that capability.”
According to Jensen, one of the website’s key features is the ability for visitors to navigate based on the type of products they are searching for, such as wheel blast machines or shot peening machines, and view available products from all Pangborn Group brands. The website, currently available in English, will soon be translated into German, Italian and other languages. It also highlights Pangborn Group’s capabilities and experience in key industries such as aerospace and automotive transportation, defense, energy, general manufacturing and more.
In addition, PangbornGroup.com boasts a robust customer care section, highlighting services such as Pangborn Group’s Customer Technology Center and Research and Development facilities, as well as an exhaustive resources section that includes downloadable literature, a variety of videos that showcase its solutions, and a comprehensive list of industry links for visitors to explore.