May June 2023

Marketing & Branding
BUILDING UP THE BRAND
Emma Fowlds, Marketing Executive at Distinction Doors, discusses the steps you can take to
ensure your company creates the right brand and connects with customers...
Marketing comes in two guises – brand
building and marketing activation.
Brand building is long term and is about
making sure your brand is known. Activation is
more short term. It’s promotions, events and
campaigns which drive short term results.
For effective marketing a good marketer will do
both. The balance depends on the target audience.
In the past, research from Binet and Field has
indicated that B2B should be a 50/50 split, while
B2C is ideally 60/40 in favour of brand building.
Brand building
Last year we cemented our position as a premium
brand with the launch of our new brand identity.
This followed independent customer and market
research. Since then, we have concentrated on
brand building and raising consumer awareness
for the benefit for our customers.
Our objective is for consumers to be aware
of Distinction Doors and to recognise it as a
premium composite door brand. Ultimately, we
want our name to be synonymous with quality.
To achieve this, we have embraced media
diversity. We have upped the number of channels
we use and engage with and made radical
changes to our marketing collateral.
Premium product brochure
For this to happen, it is essential that we arm our
customers with the right tools.
Our product brochure was the first marketing
asset to be introduced following the re-brand.
The style, format and content are distinctly
different to the more familiar product directory
brochure, a deliberate and brave move.
The brochure has been extremely well received by
our customers, our customer’s customers, and
end-users.
“Lifestyle images are essential for
showing products in a relatable situation”
The feedback has been exceptional – from
customers speaking with us direct to consumers
sharing on social media.
With each new print run we have reviewed, and
in some instances, refreshed the content to
maximise its potential.
Brochure updates
Last month the third version landed. This
updated product brochure continues to reflect the
premium quality of our product.
Colour and image reproduction
To maximise our image quality and our colours
and woodgrain effect we have partnered with a
printer that specialises in colour reproduction on
uncoated paper.
Emma Fowlds
The result is clearer and sharper photographs,
34 T F MAY / JUNE 2023 CONNECTING THE WINDOW, DOOR & ROOF FABRICATION SUPPLY CHAIN