A Brand Audit is essential with a change in business strategy, product offerings and/or brand position. The results of which may suggest a visual identity, website and collateral redesign.
Backyard Sheds added studios, offices and lane-way homes to its product offerings. After conducting a brand audit, we recommended the existing name, brand position, visual identity and website needed an update and redesign to reflect company changes and to better reach prospective customers.
Solution
We surveyed past and current customers to better understand brand perceptions. Results clearly indicated that quality, customization, price and personal service were the elements that resonated with this audience and in all cases, a final sale was contingent on conversations with the company owner.
After an extensive re-naming process we renamed the company Backyard Works (90% approval rating from survey results), and developed Visual Identities that were clean, simple and contemporary, incorporating the tag-line “Built to Fit + Built to Last”. The web strategy developed led to a design that showcases the 3 main products: sheds, studios and homes as backyard solutions to a space problem: storage space, work space or living space and a very visible Call Us, call-to-action, resides on every page.
We added the structure for ongoing SEO, blogging and Social Media as part of the strategy to get customers to visit the site.
Results
The new brand has been very well received and is establishing Backyard Works as a company built on quality, customization and customer service. Website usage has increased 200%, bounce rates are down 20% to virtually nil, direct calls and sales are up dramatically.