In the first of a new series, Total Fabricator chats with Bethaney Larkman, marketing manager at Distinction Doors to find out how the company’s re-brand is influenced by its customers, and we explore the changes that are being made…
“Customers have always been the backbone of our business so when it came to refreshing our brand identity, we wished to make them a part of it,” says Bethaney.
To do this the Barnsley-based business used a local brand agency to conduct independent customer research. “We wanted to know what our fabricators thought about us, honestly. The only way to do that is through a third party. And I’m pleased to say that the whole experience was invaluable. It gave us real food for thought and has helped shape the sales and marketing strategy for 2022, and beyond.”
Appealing to Consumers
While very much a B2B brand, one crucial area for Bethaney and her team was developing the marketing collateral for a consumer audience.
“Our brochure, for example, is often used by an installer or tradesperson to show a consumer what’s available. They’re not a marketing person, nor are they there to close the sale. Our customer research showed that our sales tools must increasingly work for both our customer, their customer and the end-user, something which presented quite a challenge.”
To overcome this, Distinction Doors took the bold decision to review its brand identity.
“The current identity was around seven years old, but its roots went back some 15 years, to the start of Distinction. And while it’s evolved, we no longer felt it was reflective of the business. The branding was practical rather than premium.”
Today, Distinction Doors is the UK’s largest supplier of composite doors and was one of the first to launch to the UK market. The new identity builds on this heritage and acknowledges how the company has evolved into a premium composite door supplier.
“The branding must acknowledge the needs of our customers, appeal to consumers and represent our core values – professional, knowledge and friendly.”
To best demonstrate this, Distinction Doors took inspiration from respected, premium brands such as Apple, SMEG, John Lewis and Farrow & Ball, all of which use a black logo. This, coupled with research findings, led to the door supplier choosing a clean and simple brand design. The logo is 100% black and uses a clear, sharp typeface.
“Our new brand identity promotes confidence. It is a statement of intent, and proves our commitment to supreme quality, both inside and out, exceptional value, service and experience.”
The new look appears from this month on the façade of the company head office and factory in Barnsley. All digital channels have already been switched over, and the new visuals will start to appear quickly on stationery, literature, vehicles, displays and point of sale. A new website is due to launch later this summer, and the popular door-designer is also being refreshed.
Customers who utilise the design boutique through the company’s popular marketing support service will receive a brochure update in due course. Alongside the new design identity this will also include the addition of new door styles – including the recently launched 3 Quarter Lite, and an increased product offering.
“There are several key reasons why customers buy from us – our heritage, product range and our people – we care,” concludes, Bethaney. “We believe that the rebrand encapsulates this and reiterates our commitment to being a high-quality premium brand, to benefit fabrication customers and installers and tradespeople.”