Renosash renovates original sash windows. Six years in, and wishing to expand, something was holding them back.
In Chris’ words: “Our branding had bugged me for years. It was, horrendous, terribly outdated and amateur. We’d grown as a company and the branding really came into focus as we were trying to make it look good on our new vehicle. It just didn’t work. Time for a change.” His business coach, Robin Waite, recommended Chris book our One Day Brand Accelerator.
Morning: We started with Chris’ Five Aspirational Brands (FABs), company and customer vision. He said, “This was the winner for me, Sapna didn’t just want to create a great image, she wanted to capture and communicate the essence of Renosash and show the world our ‘why’.”
Renosash’s average sale was £10-12,000, but the website looked cheap and amateur with iPhone snaps of their work. They kept losing local jobs to a national advertiser because they looked so much more professional. His brief was, “I want to look better than them.”
Afternoon: We chose a font as elegant as his clients’ Edwardian and Victorian homes and added ‘flair’ to the R, then made the ‘h’ made taller to reflect the loftier proportions of these kinds of properties.
“The detail! The psychological impact of little details you may normally take for granted is amazing. (Sapna) has a deep knowledge of the subtle workings of human perception… exceptional insight. You’ll never look at branding in quite the same way again!”
Brand Palette: So that Chris’ new van would look on-brand, we sampled three shades of grey from a photo of it, then added an ‘Old Gold’ to warm things up.
Imagery: We recommended a professional shoot and consider his clients‘ point of view, i.e. beautiful interiors shots looking out of the restored windows.
The new strapline, ‘Superior Sash Window Renovations‘ (replacing ‘Sash Window Specialists’) was a gentle dig at his competitors, but also better communicated what they did (renovations) as they used to get calls for new sashes before. It also gives his affluent clients subtle bragging rights when the van is parked outside that they’ve booked a ‘Superior’ service!
Chris finally felt his brand looked better than the competition. The rebrand has already attracted clients including the prestigious Cheltenham College and a national jewellery company – both approached Renosash after seeing the brand on the side of that van.
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