OUR WORK TNA Solutions
Unveiling a powerful brand strategy to propel growth opportunities
TNA Solutions, a leading food processing and packaging solutions company, felt its current messaging could better resonate with the brand’s profound legacy and essence. Over its 40+ year history, the company has helped countless brands succeed while also making the world a better place and improving lives through its philanthropic efforts.
TNA turned to FINN Partners to craft a powerful brand strategy that would accurately reflect the true value of partnering with TNA, fostering new growth opportunities. FINN devised a distinctive brand positioning platform that captivated customers and prospects across all touch points – from trade show booths, the website, sales materials, and print media to online and social platforms – sparking interest and generating quality leads.
In addition, FINN helped TNA consolidate the naming and brand architecture of more than 40 legacy products from four acquired companies into a single convention, simplifying future product branding.
GOAL
To differentiate TNA in the crowded marketplace through a robust branding strategy, solidify its position as the prime partner that helps customers realize goals and exceed their expectations with complete processing and packaging solutions, and uncover new business opportunities.
SECTOR EXPERTISE
Manufacturing
Unified
40+ legacy products into one streamlined brand architecture
9.5 million
potential customers reached globally
Robust
brand reputation built in line with modern industry trends and values
The Work
As an initial step, the FINN team devised a unique brand framework for TNA Solutions, leveraging a deep understanding of market challenges, competitor differentiators, current brand perception, and the benefits that TNA brings to its customers. Working closely with TNA marketing, FINN crafted compelling narratives addressing both the rational and emotional benefits of partnering with TNA. The new brand essence was eagerly embraced globally by TNA employees, showcasing its success.
Standing tall
TNA strategically chose interpack as the global platform to unveil its refreshed brand messaging, leveraging the event’s high footfall from key markets to maximize visibility and impact. The updated brand was introduced through the interpack booth and formed the foundation for subsequent rollout across other channels, events and campaigns. While the booth itself attracted strong visitor engagement for multiple reasons, attendees did take note of and positively commented on the refreshed visual identity, reinforcing the effectiveness of interpack as the launchpad for the new brand direction.
Elevating TNA experts
Capitalizing on extensive industry knowledge and expertise, FINN continues to secure executive interviews with TNA executives during industry trade shows, including PACK EXPO, ProSweets, Gulfood Manufacturing, and others, allowing them to share the company’s innovations and insights with global audiences. This initiative positioned TNA as an industry expert offering innovations for the confectionery, bakery, frozen and snack sectors, further boosting its image as a trusted resource. This approach results in 350 global media placements annually, reaching 9.5 million potential customers.