Commercial position
Establish where the business is heading and why its present identity or message no longer explains that well enough.
Build or reposition a brand
If customers still associate you with an old range or a part of the business you’ve outgrown, the brand needs attention. Start by deciding what must change and what recognition is worth keeping.
Assess how the market sees your business
A business can change faster than the way it presents itself. You may have developed the range, moved into different work or brought businesses together, while customers still associate you with the old offer. That’s a useful reason to review the brand.
Recognition and evidence for the new position
We examine how you want the business to be understood and what people currently recognise and value. Customer insight, the competing offers and evidence of your strengths give the creative brief substance. They also help identify which parts of the existing identity deserve to stay.
The work should make your position easier to understand and remember. A new appearance can contribute to that, but it needs a clear argument behind it and a practical plan for the places customers encounter the business.
What changes, and what deserves to stay
Recognition
Identify the name, visual elements and associations customers already value before deciding what to change.
Evidence
Find the work, expertise and customer experience that make the intended position credible.
Application
Prioritise the website, sales material, campaigns and customer contact where the change needs to be experienced.
Caldwell: one capable partner, in every application
+40%
year-on-year growth in key business areas
Caldwell Hardware had grown into a broader international business. Purplex helped present it as a total hardware solutions provider across its website, brand material, PR and events, keeping the technical depth consistent wherever customers met it.
Applying the position across the business
That range of applications is part of the brand’s everyday usefulness. Your sales team needs language it can use naturally, the website needs to explain the offer and campaign work needs to be recognisably from the same business.
A rebrand also creates practical work for your team: updating the website and sales material, briefing colleagues and deciding when the new identity will appear. We agree that rollout while the identity is being developed.
Find out where your enquiries are leaking.
Free marketing review
A specialist looks at how your marketing brings in enquiries and shows you where they’re leaking.
- The route from your website to an enquiry, on mobile and desktop
- How customers find you in search, and who they find instead
- What your campaigns, social and email are bringing in
Talk to a specialist
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.
Build a brand with a clear position.
We’d like to understand where the business is heading and how customers see it now. That will help us discuss what needs to change.
01934 808132[email protected]