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How building a brand can win you more...

Michelle Wright • 21 October 2020
A strong brand can do wonders for your business. Apple, Starbucks, Google, McDonalds - they're all instantly recognisable names associated with strong visual identities. However, successful brands we built on more than just a logo. They're the sum of everything they offer their customers, from their product and customer service quality, to how they treat their employees and act in the wider community. These elements are like building blocks; if they each perform and work well together, they can make a huge difference to what your customers think and say about you.

Glazerite's Marketing Manager, Michelle Wright, has some advice on how to get your brand working harder.

"Good branding helps you stand out from your competitors. It doesn't have to cost a lot - look for fabricators or profile companies who provide marketing support as part of their overall supplier package, especially those who combine digital methods with more traditional channels, like brochures.

So where to start? Behind every great brand is a good understanding of the target audience. Once you know who your customers and prospects really are, you can improve how you communicate with them. To establish who you are as a brand, think about what makes you different to your competitors and how you want to position yourself in the marketplace. Build a company vision and values on this, and then share it with your employees so they each know how they fit in and where you're heading - it'll make a real impact on your customer service."

"The next stage is to develop a 'brand promise', a few words describing who you are, what you do, and what customers should expect from you. Make it achievable and continue to deliver on it.

Develop your brand identity with a logo that you can use across every customer touchpoint, from workwear to invoices, and define a tone of voice that matches how you want to address customers in words and in person.


Reinforcing your brand across everything customers see, read and hear will help them remember you. Backing it up with great service means they'll recommend you. Glazerite can help you to develop and share your company persona, by providing you with essential business tools ranging from a logo to a fully-branded, easy to use website, as well as social media content you can share with your customers.


Personal recommendation still drives business. Savvy customers will research planned purchases via the internet, reading online reviews and asking for details of installers via Facebook for example. So that you can be found easily online, we can help improve where your website appears in search engines, with advice on Search Engine Optimisation.


We can also support you with more traditional sales support methods like brochures and drop cards, and - if you have you space - showrooms, a tool increasingly popular with homeowners wanting to see products first hand. To highlight your work when you're in front of a customer, we've also recently launched a unique, iPad friendly sales presenter tool which can be fully tailored with your company branding."


With the right brand and your strategy, you can take your business to the next level. Talk to us today to find out how we can help you.

Embrace the power of digital marketing

by Lauren Edwards • 6 March 2025
Did you know that nine of of 10 consumers check online reviews before making a purchase? It is a startling statistic that lays bare the need to get on board with digital marketing as a way to reach and engage with prospects.

Leveraging added value solutions from your fabricator

by Michelle Wright • 2 October 2023
How fabricator support can help installers stand out from competitors The current climate might be challenging but it isn’t putting the brakes on home renovations for every homeowner, with more than a third considering making enhancements this year. For those with the money to spend, key drivers are eco-improvements; changes made to achieve environmental or energy efficient benefits. According to recent statistics, nine out of ten homeowners plan to carry out work that will make their houses more thermally efficient, with purchases including solar panels and thermal insulation. Marketing the benefits of today’s uPVC windows and doors will therefore appeal to today’s environmentally conscious homeowners, as well as their wallets - cutting down energy usage reduces the impact on the environment and drives down utility bills. What’s more, uPVC is more environmentally friendly, with products from the likes of VEKA containing recycled uPVC - a material that can be recycled again and again up to 10 times. That’s the equivalent of a 350-year lifespan. It's these kinds of key messages that we encourage our installers to promote and share with their customers in a range of different ways. Thinking about who the end customer is and what appeals to them enables the message to be tailored to meet their needs, whether that’s saving them money on their bills, reducing carbon emissions, adding value to their home or simply living in a draught-free environment when the nights draw in. Talking of instant gratification, millennials are a key audience to target and to do that, you need to be where they are – online. Today and tomorrow’s homeowners like to research online and search for reviews before choosing an installer. As a key audience to target it’s also worth considering what else drives them. As millennials are more likely to seek out innovations, then smart technology is an excellent lever to pull.

How to stand out from the crowd

by Lauren Edwards • 1 November 2022
Digital Marketing Specialist, Lauren Edwards, shares her thoughts on how installers can make the most of their marketing.
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