Brand Strategy Case Study Williams Railing

Brand Strategy Case Study | Williams Railing Retail Launch

What does your brand say?

Let’s take a close look at your company’s brand. What does it look like? What does it say? What does your brand promise? What emotion(s) does it elicit?

If you cannot answer these questions (or if you don’t like the answers), it’s time to go back to your brand’s foundation: your brand strategy.

In short, the brand strategy is the process you use to define your business, your target customers and how your business impacts these customers (or how you WANT to impact customers). A well-thought-out brand strategy uses this information to develop a consistent message that your customers want to hear—a promise that you can deliver. That promise is your brand.

Your brand is your message, not your marketing

All too often, a brand starts with the tactics (marketing campaigns) and visuals (colors, logos) instead of the company’s overall, long-reaching goal. This results in a brand based on the marketing team’s stylistic preferences rather than what’s important to your company and your customers.

Before you can create a brand, you must answer the following questions:

  • Why is the brand being created?
  • What is the goal of the brand?
  • What is your business strategy?
  • What does your product or service do?
  • Who is the audience (target customers)?
  • How do you want your brand to make your audience feel?

By doing the research to answer these questions, you are creating an effective brand strategy.

We created the visual identity elements such as images, taglines, and colors to make sure they aligned with their business objectives.

A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity.

For Williams Architechtural Products we used our keen understanding of digital, social and mobile marketing as well as traditional marketing to develop a brand message that is consistent and coherent with the overall brand strategy.

Williams Architectural Products manufactures a line of aluminum railing systems currently available through Menards.

Williams Railing contracted Inventiv Designs to create a brand strategy for there line of aluminum railing that at the time had little to no brand or messaging.  We started with the mindset of clean and simple. The one attribute of the railing that could not be conveyed was how easy the railing was to install.  Inventiv went on to develop key messaging and images that would visually and verbly describe how easy the railing was to install. One of the fist projects was to create a line of training videos utilizing green screen. We brought in Gary Daley from New Jerseys Americas Deck Builder. The Series was a huge success and dramatically reduces customer service calls.

Menards Decided to take Williams in as a stocking dealer so now we had to go back and look at revamping the Packaging, Website, Marketing, Indoor displays, and create Instructional Videos.

We identified and defined attributes that set the Williams brand apart from their competitors and how to leverage these attributes to gain a competitive advantage.

Guides and Brochures

Package Design


Web Design

Branding Solutions

Menards Web Page

Brand Strategy


Williams Aluminum Railing grew to be the premier railing at Menards.

A strong, authentic brand is the foundation upon which every successful business is built. We can help you lay that first stone. We’ll help uncover what makes your organization special and what differentiates you from the competition. We can help you define who you are, what you want to be and what your target audience wants you to be. Just as important, we will help you to consistently deliver the right message to the right people to create just the right reaction.

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