Business News
The importance of building a memorable brand
Andrew Scott , MD and founder of Purplex Marketing , shares his thoughts on how businesses within the fenestration industry can make their business stand out in a crowded marketplace .
Just recently , a colleague told me about a visit he ’ d made to a graveyard . Walking past a line of graves , he noticed the lettering on one newly installed tombstone . The text related to a woman in her 70s , referred to as a ‘ lively soul who brought joy to all ’. Nothing unusual about that ; what really struck my colleague was the font used to create the text – it was the famous ‘ Walt Disney ’ swirly script .
Inappropriate ? Maybe , though graveyards are far less formal places than they were . Memorable ? Certainly . And although we ’ re surmising , it seems clear that the deceased woman was determined her passion for the Disney brand would be her everlasting memorial .
This story highlights a truth about building a memorable brand – that it ’ s about creating a lasting impression . As we step into the first few months of 2025 , with the Government ’ s tax raid on businesses driving economic uncertainty , building and establishing strong brand identity is crucial for standing out in a crowded market .
Take Apple , for instance – its clean , minimalist look and focus on innovation has made them instantly recognisable worldwide . Now , we might not all be aiming to be the next Apple , but there ’ s plenty we can learn from their playbook . Think about other global brands . Whether it ’ s their visual style , colour schemes , typography or the way they talk to customers , everything works together seamlessly . Such companies do a brilliant job of positioning themselves as premium brands through consistent messaging that speaks to both trade and retail customers .
As we know , building trust through brand credibility is vital in our industry . After all , when you ’ re manufacturing or selling products that people rely on for security and comfort , you need to prove you ’ re trustworthy . That ’ s where thirdparty recognition comes in . Industry awards , accreditations and genuine customer testimonials are worth their weight in gold . Did you know that 92 % of consumers read online reviews before making a purchase ? That ’ s huge , and it shows just how important real social proof is .
An emerging trend that is particularly exciting for me is personal branding . As I ’ ve discovered , during my own journey in this direction , it ’ s becoming a gamechanger in our industry . When company leaders develop strong personal brands , they become powerful advocates for their businesses and sectors . LinkedIn has become fantastic for this – it ’ s the perfect platform for sharing your expertise and giving people a peek behind the scenes of your company . As well as written content you can also upload video – a great way of engaging people online and helping them to get to know you , giving authenticity to the brand .
Even influencer marketing is making waves , and partnering with respected industry figures and technical experts can really help build your credibility and reach new audiences . Influencers with their own following and credibility within the industry can help to reach new audiences .
Looking ahead , the brands that will thrive are those that can pivot with these rapidly-changing times while staying true to their values . That means embracing digital transformation , understanding what makes modern customers tick and keeping those all-important personal connections strong .
But let ’ s be realistic – building and maintaining a strong brand is a big job . It needs expertise , resources and a solid game plan . As a full-service agency , Purplex can help you develop and deliver brand strategies that actually work . From creating eye-catching visuals to managing your digital presence and PR , we make sure everything works together perfectly . With more than 20 years in the glazing , fenestration and home improvements sectors , our experts really get what makes our industry unique .
Never underestimate what a strong brand can do for your business . It builds trust , keeps customers coming back and helps you grow sustainably . In today ’ s market , investing in professional brand development isn ’ t just about looking good – it ’ s about setting yourself up for longterm success .
Whether you ’ re thinking about refreshing your existing brand or starting from scratch , working with industry specialists who understand the power of marketing and branding can help you cut through the noise and create something that really connects with your target audience .
www . purplexmarketing . com
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