Manifesto_Book_210mm-V01

THOMAS SANDERSON - BRAND MANIFESTO
As we said at the beginning if we are to
summarise all of our brand vision, values and
personality into a simple phrase then that
phrase is:
‘SEE THE DIFFERENCE’
It has relevance throughout our business, and
means different things to different groups.
For our most important audience, our customers,
if they can see the difference in every contact
with us they will buy more products from us.
An initial sale of a set of blinds in the bedroom
can become shutters for the living room, then
the kitchen and bathrooms – then blinds for the
conservatory. If this takes ten years to complete,
or the customer moves home it will be time to
start all over again. If our average sale is £3,000
the lifetime value of a single customer could be
£30,000, and if they recommend three more
lifetime customers that could become over
£100,000 per customer!
But only if they truly can ‘See the Difference’
They’ll see the difference in the way they are
contacted – personal, informed, informative, but
never pushy.
They’ll see the difference in the questions we
ask – the more we know and understand our
customer the better we can help them.
They’ll see the difference in our technology –
for example our new app which will enable them
to visualise their home when it’s been given the
Thomas Sanderson treatment or our web chat
facility that gives personalised digital contact.
They’ll see the difference with our designers.
Trained internal décor experts, not just order
takers, who will be able to guide and advise on
aesthetic effect.
They’ll see the difference in our products – high
quality, built and guaranteed to last, perfect to
the last detail of the stitching or joinery.
They’ll see the difference in our delivery – far
quicker than companies who are sourcing mass
produced, inferior materials from overseas.
They’ll see the difference in our fitting service –
bespoke and with millimetre precision.
They’ll see the difference in their homes when
they are transformed by one of our quality
products.
And most of all they will see the difference in
our people.
These differences aren’t always immediately
apparent, so we must be constantly emphasising
and reminding everyone why we are different,
better – and above all worth the money.
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