The Catering Equipment Distributors Association (CEDA) has refreshed its branding and corporate identity in a move that it believes will make it clearer for operators to understand the value its members offer.
The association has just concluded a six-month brand review exercise aimed at learning how members perceive their businesses and the services they provide in order to remain reflective of the industry it serves.
Several rebranding options were considered following the campaign, however CEDA ruled that the most favourable way forward was to retain its original name but conceive interchangeable straplines that members can match up most closely with their own business.
The main CEDA strapline, meanwhile, now reads ‘Connecting Our Industry. Design Projects Equipment’ in a nod to the wide range of specialist services that its members provide. During the review it found that just 4% of members actually promote themselves as ‘distributors’ on their websites.
Adam Mason, director general of CEDA, told FEJ: “The aim is to be more contemporary, more professional and more reflective of our membership. The logo and straplines are one thing, but the real value will be in how we create and develop the brand – the messages we deliver and the manner in which we deliver them. We believe we connect our industry and we want to enhance that for all areas of the supply chain.”
Asked if the report reinforced or challenged any perceptions that end-users have about CEDA members and what they stand for, Mr Mason said: “I think when you are called ‘The Catering Equipment Distributors Association’ the natural thoughts are that members buy and sell equipment and little else. This couldn’t be further from reality and while supplying equipment is absolutely a fundamental part of what they offer, so is design, so is project management, so is installation, training, advice, service, repair and maintenance etc.
“It’s what sets them apart from companies who sell boxes of equipment with little or no added value. A good percentage of the end-users that responded to our surveys had heard of CEDA – but the majority did not know what we did.”
Mr Mason said it would benefit operators: “This can give end-users and operators an opportunity to understand what CEDA is, what CEDA does and more importantly what our members do. We are the only body that unites design, projects and equipment in the industry and the expertise, professionalism and creativity that our members offer to their customers is quite outstanding – we will communicate that message because we absolutely believe it.”
As a representative body, CEDA sits behind members to underwrite them as quality, professional and established businesses.
“That should provide a comfort factor for the quality and professional end-users and operators. The whole range and quality of the services that CEDA members provide to their customers is outstanding,” ended Mr Mason.