"Valiant are very good at turning your ideas into reality. They’re able to take your vision and materialise it into a working solution."

Karl Wharton. Managing Director

Positioning a specialist manufacturer for growth, diversification and acquisition

Permali is a UK manufacturer of high-performance composite materials used across defence, aerospace, space, motorsport and advanced engineering. Renowned for technical expertise and long-standing customer relationships, the business had built a strong reputation within specialist markets. Valiant was appointed to deliver a rebrand and look at the manufacturer’s brand positioning, messaging, identity evolution and website strategy to unlock growth and communicate Permali’s value more effectively.

However, as growth ambitions increased, Permali faced a challenge common to many engineering organisations. Customers understood individual products and applications, but awareness of the company’s full capabilities remained limited. The leadership team wanted a clearer market position, stronger brand awareness and a platform that could support future investment or acquisition.

Creating clarity across multiple sectors

Permali’s expertise spanned industries with very different requirements, buying cycles and decision makers. Defence procurement teams, aerospace engineers and advanced manufacturers all needed different conversations, yet the business required one consistent story.

The challenge was to create a positioning that could:

Strengthen awareness beyond existing customers
Communicate highly technical capabilities in a clear and compelling way
Support diversification into new sectors and applications
Create greater consistency across sales, marketing and business development
Build strategic value ahead of potential acquisition activity

Through research, stakeholder engagement and market analysis, Valiant identified a unifying strategic territory that connected Permali’s expertise across every sector.

At the heart of the positioning was a simple truth:

Permali protects people, systems and investments through high-performance composite materials.

This became the foundation for a new messaging framework built around three defining pillars:

Protection. Performance. Precision.

The strategy enabled Permali to communicate a single overarching proposition while tailoring sector-specific narratives for defence, aerospace, motorsport and advanced engineering audiences.

To bring the positioning to life, we developed a new tone of voice, messaging architecture and website experience designed to translate complex material science into clear commercial value. The result was a more confident, accessible and differentiated brand presence that balanced technical authority with approachability.

Delivering commercial impact

The repositioning transformed how Permali communicated its capabilities both internally and externally. Customers gained a clearer understanding of the breadth of expertise available across the business, while employees adopted a more consistent and compelling way of talking about the company.

The strengthened positioning also increased visibility within strategic sectors, particularly defence, helping to raise awareness among new audiences and decision makers.

Most significantly, the project created a stronger platform for growth and investment. Permali was subsequently acquired by Diamorph, with the acquisition taking place approximately two years earlier than anticipated.

The project demonstrated how strategic positioning, brand identity and digital experience can increase the perceived and commercial value of complex B2B manufacturing organisations.