Dulux Decorator Centres launched a new brand identity to create a splash in its sector and stand out from the competition. Victoria Clarke reports
Dulux Decorator Centres (DDC) is part of AkzoNobel, the world’s largest paint and coatings company and a world-leading chemicals producer. It recently underwent a significant rebrand in order to position itself as market leader in the decorating sector.
The organisation operates in a highly price-led environment where competitors regularly offer price reductions or low-level and short-term giveaways to attract customers. During the past few years, the brand has seen its position as market leader eroded by aggressive competition and price slashing. The volatile nature of the current market also suggested that decorators had become less loyal to suppliers – instead preferring to shop around for the best deals and offers, which resulted in stiffer competition between brands. Another challenge DDC faced was competitors emulating its business model, which made it difficult for customers to differentiate between the various offerings.
A fresh focus
DDC realised it needed to find a new way to differentiate itself in the market. The solution was to create a new brand identity that was both bold and unique. Marketing agency Refinery, which has a long-standing relationship with DDC and other brands within AkzoNobel, helped create the new brand and associated campaign, tapping into its unrivalled knowledge of the sector.
Built around a new positioning of ‘We know decorating’, the look and feel of the new brand adopted a more friendly and approachable tone to reflect in-store conversations and relationships between staff and trade customers. Many DCC customers are sole traders and in some cases the stores become a meeting point for like-minded people to discuss projects and share advice. During this regular contact, staff and customers build up good relationships. The brand’s new look and feel reflected and enforced this message. It comprised of a bold colour palette and unique illustration style, which not only provided DDC with something eye-catching, but also flexibility and control over visual aspects of the various communications.
Channel engagement
The campaign officially kicked off in the last quarter of 2011 but the main roll-out took place at the start of 2012, launching to DDC’s suppliers at the Supplier Conference in January 2012.
Following the conference, a number of direct mailers were created in the new branding to promote various marketing messages, including online ordering. The ongoing ‘Decorator Deals’ mailer was segmented into Nectar and non-Nectar card holders and also contained targeted vouchers. A new website was launched featuring the new branding, which was also carried over to the organisation’s social media activity on Facebook and Twitter in terms of look and tone of voice. All rebrand communication was targeted at DDC’s key audience comprised of decorating contractors from both SMEs and larger contracting organisations, as well as professional decorators.
Internal activity was also conducted, with the campaign presented to head office, store staff, regional managers and the wider AkzoNobel business. These presentations used a ‘brand book’ narrated from the perspective of one of DDC’s stores and proved particuarly successful.
DCC’s head of commercial, John Adams, commented, “What Refinery produced has moved us to a place light years ahead of traditional ‘trade’ communications. It has energised the Dulux Decorator Centres brand in a way that has engaged staff and suppliers, and it has received exceptionally positive feedback from customers.”
