Launch of a new online service brand
Updated: Feb 16
The Challenge: Creating the foundations for an e-commerce construction business
If you’ve ever taken on project managing the extension of your own home or built a new home from scratch, having the knowledge and confidence to plan effectively and avoid mistakes goes some way to making it a success. As a seasoned construction manager of commercial and residential build projects, the managing director of a Kent based construction business appointed Sharp Thinking to help make their new estimating tool service go from an idea to a fully-fledged new brand online in just a few months.
Our objective was to create a brand and easily understood service packages for homeowners wanting to embark upon a home improvement project, as well as develop a marketing plan to launch the business.
The Approach: Knowledge. Strategy. Execution
We started where all new ideas should begin. Gathering knowledge. We thoroughly researched the UK market, assessed competitor strengths and weaknesses, developed unique messaging and created a bespoke brand positioning statement.
We developed brand name options and assessed each one, culminating in the birth of ‘The Estimating Expert’. A new brand identity came next considering the visual application of the brand and how it works in an online environment where SEO would be key.
Next, we began working through the customer journey and identifying the communication requirements. This included service package descriptions and pricing table designs, through to online purchase journeys and reasons to choose over the competition.
The Result: Simple brand offer driving engagement with customers
The Estimating Expert soft-launched at the end of 2020 and will be fully rolled out with marketing support during 2021. Using the Sharp Thinking approach to marketing planning, the client acquired:
A greater understanding of the market
Through a thorough review of the online market, including mystery shopper activity, the managing director of the business was able to make informed decisions to influence their new service set up and could do so with confidence.
A new fresh brand identity aligned to the umbrella construction business
With a fresh identity created including logo, colours, fonts and imagery, it enabled the company to have a bespoke new brand while keeping it close to and consistent with their existing construction brand ‘Inno’.
Service explanations with the consumer in mind
With a clear messaging hierarchy and a simple website build supported by e-commerce functionality, their service package options are easily understood for the consumer to choose and purchase within 3 clicks on the website.
A practical and focused marketing plan
A simple and succinct roadmap to launch the business over the next 12 months with channel and budget recommendations.
Read more case studies to see how Sharp Thinking have worked with other small businesses in Kent.