TruMetric Brand & Website Strategy - New Brand & Website Strategy

Incisive Discovery

Origo’s process began with a deep discovery phase, including interviews with key stakeholders from both MQC and TMI. These interviews revealed that while technical precision is expected, TruMetric’s true differentiators are its personal relationships, remarkable turnaround times, and impressive national reach.

Furthermore, a critical takeaway from our research was that SEO is a primary driver of success in building new relationships within the calibration industry. And lastly, stakeholders highlighted the need for a site that doesn’t just act as a brochure, but as a functional tool capable of attracting users searching for specific instrument calibrations in local markets.

Brand Positioning

Using our research insights, Origo then developed a messaging system centered on the tagline, Measured By Your Success. The brand story was then built upon three pillars: Integrity, Precision, and Innovation, emphasizing that while TruMetric has the capabilities of a national giant, it maintains the personal touch from the roots and values that both family businesses came from.

Our team also developed communication personas for various key client groups, including current customers, engineers, buying managers, and CEOs. These personas were used to develop a brand positioning that we synthesized into a comprehensive messaging guideline.

Web Strategy

To ensure that the new TruMetric brand could have an immediate branded presence, Origo launched a “coming soon” splash page during the development of the full site. The new website (TruMetric.com) was designed to consolidate over 100 pages of legacy content into a streamlined, but informative user experience. Key features of the digital platform include:

• Massive Product Indexing: A robust system designed to index hundreds of thousands of products, creating unique, crawlable pages for search engines to find specific instrument calibrations.

• Custom Search Functionality: Implementation of predictive search to allow users to quickly find services across various industries and locations.

• Lead Generation & CRM Integration: Seamless linking with Microsoft Dynamics 365 and the IndySoft client portal to ensure real-time visibility and ease of use for customers.

Brand Launch

To ensure a successful launch, Origo conducted a pre-launch technical SEO audit and compatibility testing across all common browsers and platforms. We also designed a new 8-page Line Card Brochure and a press release to introduce the TruMetric brand to the broader market.

By unifying two distinct corporate cultures under a single, powerful narrative, Origo provided TruMetric with a scalable digital platform that drives greater awareness, generates high-quality leads, and positions the company as a transformational leader in the calibration field.