Wales Heavy Vehicle Repairs Brand Strategy, Market Positioning, Customer Experience, Reputation Rebuild

PROJECT OVERVIEW:

To reposition Wales Heavy Vehicle Repairs as a nationally aligned, premium repair network with a clear value proposition, capable of winning back lost customers, growing market share, and securing high-value government and fleet contracts.

Brought on as a strategic marketing consultant to lead the brand transformation across nine sites nationally.

The scope included:

• Portfolio segmentation and brand architecture

• Brand identity development and positioning

• Messaging strategy: Heavy is Our Duty

• Reputation recovery and stakeholder trust rebuild

• Site design and workshop planning, customer experience mapping and design

• Internal brand alignment and marketing rollout planning

RESULTS:

• Re-established Wales as a premium repair partner for national fleets and OEMs

• Won back key lost customers through improved brand and service delivery

• Awarded State Government EV Bus Repair Tender ($8M+)

• Secured OEM Authorised Repairer status for select brands

• Embedded “Heavy is Our Duty” across customer touchpoints and employee culture

SERVICES: Brand strategy and value proposition, Messaging and communications framework, Executive stakeholder engagement, Brand identity and visual system, Site design and customer experience planning, Reputation and perception recovery, Tender support and positioning.