Tangent work with Middy's to manage and deliver a nationwide brand across a branch network of over 100 locations. Established in 1928, Middy’s are Australia’s largest privately owned data and electrical wholesaler with 100+ branches nationwide. The Middy’s brand is an icon in the Australian electrical wholesale landscape. A key brand strength is Middy's genuine engagement and support of its customer base of small electrical contractors. Within this proposition the brand heritage is strongly promoted.
Middy’s is a 100% Australian owned, family run company and Tangent are proud to have been associated with the brand for many years and to have been a part of its ongoing growth. As market and industry challenges present themselves along the path, a solid client partnership with strategy and vision is essential to address and overcome these challenges. As a company grows, managing brand cohesion and maintaining a consistent and appealing call to market is crucial. Brands can become splintered and dated without constant vigilance and sound marketing strategy.
The Middy’s brand continues to deliver to its nationwide customer base, across a demographic ranging from long standing customers to a new breed of tech savvy young business owners and apprentices. This is reflected in new technology products that Middy’s bring to market and assist in the training and uptake of theses proudcts to open up new income streams for customers.
Working closely with Middy's internal Marketing stakeholders, Tangent audit, review and create branding applications and promotions as part of ongoing brand evolution. A brand resource houses branding guidelines and manages brand IP and collateral into a logical, accessible structure. This allows flexible application of the brand across multiple channels and touch points both digital and print supporting the Middy’s ‘Offering You More’ proposition.