Background 

MyMRO is a prominent player in the industrial supply and maintenance sector, previously operating as a subsidiary of the multinational corporation, Grainger. In a pivotal move, MyMRO underwent a management buyout and separation from Grainger, paving the way for its emergence as an independent entity in the market, needing a comprehensive brand migration strategy. 

Challenge 

Following the completion of Grainger China management buyout and separation from Grainger, MyMRO needs to offer comprehensive solutions to customers to a broader audience both at home and board, while building its new localized brand image among business partners including customers, suppliers, investors, etc. 

Time is limited. MyMRO expects to walk out of Grainger’s influence and establish its own impact within 1 year.  Facing this challenge, MyMRO consults Labbrand for brand migration strategy. 

Solution 

In close cooperation with the C-suite stakeholders, Labbrand helps MyMRO develop a new brand positioning, and renew brand naming, develop brand tagline, brand identity and visual system as well as the holistic communication planning for brand’s rejuvenation. To implement the new brand positioning, we developed brand messaging house. With it, when communicating with different audiences, MyMRO could emphasize different messages appropriately, and keep the message consistent with a new brand positioning platform. 

After developing a clear brand positioning for MyMRO, it needed to sort out the relationship between master brand and its products and services to systematically manage its brand portfolio in the long run. With assessment of brand competence, brand strategy and benchmark brand study, we designed brand architecture to manage all its services. In addition, we developed a plan for future brand architecture to help MyMRO better manage their brand portfolio as business expanded. 

Verbal and visual solution have also been done. For verbal solution, the name “我的万物集” reflects the platform’s vast product categories, aligning with its goal of creating an encyclopedia for industrial goods and an intelligent purchasing experience. The slogan, “MyMRO is my MRO Smart Master,” personifies the brand’s ability to simplify procurement processes and inventory management, striking a balance between affordability and technology.  

In the visual solution, Labbrand developed a comprehensive brand identity strategy, including logo design, typography, and color guidelines, and provided clear guidelines for the application and management of brand assets, ensuring consistency and recognition. 

Result 

In December 2022, the culmination of these efforts saw the successful release of MyMRO’s new brand identity and expression. This marked the beginning of a fresh chapter for the company, allowing it to move forward as an independent entity with a strong, distinctive brand image. MyMRO was now well-equipped to attract a broader audience, and engage with business partners effectively. The brand migration strategy, guided by Labbrand’s expertise, had laid the foundation for MyMRO’s future growth and success.