Give buyers a specific reason to prefer your business. Examine what they value, what they believe about you and what you can prove, then put that position into language your team can use.
Unless you build a strong brand, lead generation is only temporary.
A point of difference needs to matter to the buyer. Being different is easy. Being meaningfully preferable requires a stronger argument, so we examine customer priorities, competitor positions and the capabilities your business can credibly own.
Claims about quality and service are understandable, but buyers hear them often. The detail that makes an offer worth choosing is usually more specific: how the product performs, the advice you give, the way supply works or the support a customer receives.
Dekko Window Systems wanted to move upmarket. A launch campaign in 2013 began a relationship with Purplex that went on to introduce new product brands, support Dekko’s trade customers and explore new markets.
Entering aluminium in 2015 gave Dekko an opportunity to reach a new part of the market. It needed a product brand customers could recognise and a launch that gave them a reason to take notice. Purplex developed Räum and introduced it through a teaser campaign in trade publications, paid advertising and social media.
Dekko’s investment in a graf welding machine created another opportunity. Its smooth corner weld was a manufacturing difference customers could see. Purplex helped develop the Infinity brand around that feature, making it easier for the business and its installers to explain what distinguished the product.
Purplex and Andrew Scott have been a massive part of that story.
Purplex also supported Dekko’s FIT Show presence through stand design, literature and follow-up marketing. During the partnership, Dekko grew from £6 million to £25 million in revenue, launched multiple brands and entered new markets. In 2023 it was acquired by Inwido, Europe’s largest window group.
Your buyers can share a reason to trust your business while needing different detail. We develop the supporting messages and examples with those differences in mind, so leadership, sales and marketing work from the same foundation.
The same foundation then serves website copy, creative work, product introductions and everyday sales conversations.
The engagement can include brand and competitor review, stakeholder input, positioning workshops, a value proposition and messaging. We can hand the strategy to your team or help apply it through identity, website and communications work. The review determines whether the existing identity still supports the position.
A business can develop faster than its reputation. Customers may still associate you with an older range or one type of work, even after your capabilities have expanded. A move into commercial projects, a premium offer or a change of ownership makes that gap worth examining. We bring together customer knowledge, sales experience and the material already in the market. The review establishes which associations help you and what now needs explaining, before decisions about a new visual identity.
We look for the detail that makes your offer worth choosing: how the product performs, the application advice you provide, the supply arrangement or the support a customer receives. We compare it with the alternatives and examine the evidence. The resulting proposition should be specific enough for a customer to recognise its value and credible enough for your sales team to use comfortably.
If your question isn’t here, call 01934 808132 or email [email protected].
No. You may need a clearer proposition without changing the identity. Positioning can improve sales conversations, content and campaign decisions even when the logo stays exactly as it is.
Only if the review shows the identity is holding the position back. A clearer proposition can improve sales conversations, content and campaigns while the logo stays exactly as it is. When the identity does need work, our design team can take the strategy into it.
We test it against what customers value, what competitors already claim and what your business can prove: how the product performs, the application advice you give, the supply arrangement or the support a customer receives. If a claim can’t be backed up, it doesn’t go into the proposition.
Find out whether your brand gives customers a clear reason to choose you.
Tell us what you need and where it’s stuck. We’ll come back to you within one working day with the right person for the job.
A specialist replies within one working day. You’ll hear from someone who knows construction, building products and home improvement.
If the business has changed or customers aren’t seeing its value, we can help work out how to communicate its position more clearly.
01934 808132[email protected]The engagement can include brand and competitor review, stakeholder input, positioning workshops, a value proposition and messaging. We can hand the strategy to your team or help apply it through identity, website and communications work. The review determines whether the existing identity still supports the position.
No. You may need a clearer proposition without changing the identity. Positioning can improve sales conversations, content and campaign decisions even when the logo stays exactly as it is.
