Quest Specialty Chemicals – Positioning Audit

Quest Specialty Chemicals is a leader in the specialty coatings industry, with a family of special purpose coatings for the construction, industrial, transportation and automotive industries.

Quest Specialty Chemicals works with building owners and managers, architects, contractors, OEM's, automotive and color-matching professionals.

Quest Specialty Chemicals chose Sooy+Co for a positioning audit and positioning recommendations for its eight companies and subsidiaries. We recommended new visual brand framework, marketing, lead generation, web content strategy, content management system and search engine optimization.

The key to this approach is to position the subsidiaries as resources for for its target audiences, as well as to differentiate the subsidiaries and the individual brands. Sooy+Co also consulted with Quest's equity partners on the value and importance of search engine optimization to helping position a company for potential merger and acquisition activity.

We're gratified to see how Quest Specialty Chemicals has taken our insights and recommendations, and used it as the basis for its new branding and online presence.

Fresh Design Thinking