Rebranding a Small Business: Valley Window & Door

Rebranding a Small Business: Valley Window & Door

Established in 1985, Valley Window and Door, a well-established Pembroke business was in need of a brand make-over.

The company logo had strong bones but its application was inconsistent: green, yellow and black on most signage, solid green on job sites, and blue on many of the service vehicles.

When it came to messaging, the most often used taglines — and there were several — were either too vague or too narrow in scope: Windows For Life, and Turning Dreams Into Reality.

Owners Jeff Jessup and Ian Lloyd wanted to rebuild their corporate brand by bringing consistency and impact to their visual identity, and targeting their messaging to better reflect the range of products and services they offer all year ’round.

First we drafted a marketing strategy in which we defined target markets, buyer personas, traditional and online marketing tools and tactics, a 12-month media calendar, and an annual marketing budget.

Logos for Valley Window and Door - old and new

As with any good rebranding project, we started by reworking the corporate logo. We simplified the icon and standardized the wordmark. Then we established a contemporary and pleasing colour palette and accommodated flexibility in its application.

To correct the assumption that home renovation contracting is only a fair-weather service, we drafted a tagline that said it all: Your Home Renovation Experts | 365.

When it came to applying the new brand, we started small by updating the corporate business cards featuring head shots by John A. Butler Photography.

Valley Window and Door Business Cards

Then our Design House team rebuilt the Valley Window and Door website, transforming it from a technical portal into an engaging online portfolio of the company’s product and service offerings.

screen capture of valley window and door website

Wrapping it in the refreshed corporate identity, the new website features a wide range of enticing product photography and concise yet detailed text content.

Google Analytics show that the Valley Window and Door blog, which features helpful posts on how to care for windows, doors, sunrooms and decks is proving to be very popular for visitors to the site. And the Get A Quote form is very effective in capturing leads and contact info of potential clients. On the back end, the customer database is building.

Reflecting the Ottawa Valley culture where personal relationships are key to business success, the Valley Window and Door Facebook business page has always had a solid following of family, friends, clientele and suppliers.

In spring 2017 to count down the end of a two-month window promotion, Design House created a series of boosted Facebook posts that ran one per day.

Thanks to strong visual imagery supplied by Valley’s suppliers and simple bold graphics, this first foray into inbound marketing proved to be a very affordable, engaging and successful marketing tactic.

Over time, Design House plans to work the Valley Window and Door inbound marketing strategy by rolling out social media posts and ads that by far out-perform traditional media spends. As well, the new brand identity graphics and colour palette will be consistently applied as signage, store and vehicle graphics are updated.

Watch for it, for years to come — just like the Valley Window and Door staff and job crews — this refreshed corporate brand will be working 365 to boost the success of the longstanding local business that it anchors.

Why You Should be Using Inbound Marketing Tactics to Build Your Small Business

Why You Should be Using Inbound Marketing Tactics to Build Your Small Business

Most small business owners aren’t marketing in the year in which they’re operating — words of wisdom from online marketing guru and venture capitalist, Gary Vaynerchuk.

Many entrepreneurs are still spending the bulk of their advertising dollars in traditional media such as print, radio and ad mail. But as he illustrates, if a carload of people are driving past your billboard, the driver has his eyes on the road, the rest are surfing their mobile devices. So your investment is lost on them!

The same goes for newspaper advertising. Browse through your local daily and you’ll notice that it’s mostly editorial. Gone are the days when ads balanced out the news. Papers are running half-page ads promoting their inbound marketing and SEO services. That’s because we’re accessing our news online and in real time. So why would we wait 24 hours for it to arrive on our doorstep? And why would we invest our advertising dollars in redundant media?

Change Is Hard

To be fair, the online marketing landscape is changing so quickly and radically that it’s hard for many small business owners to keep up.

Those I talk to feel like they’ve got one foot on the dock and the other in the boat. They know they’re not spending their advertising dollars as effectively as they could be, but at the same it’s easier to stick with what they know.

If they’ve been in business for at least a decade, print brochures and newspaper ads, radio spots and ad mail are still their go-to media. And the bulk of their annual marketing spends that are directed by commissioned media reps who push contracts across the desk — or coffee-shop table — to be signed without a spec of strategic planning.

The result is shotgun marketing. The bang can be big but short-lived. The reach can be wide and broadly targeted. But the disconnect with your consumer is real. So one must do this repeatedly to convince a consumer to connect. Traditional media makes it so much harder to convert a cold lead into an engaged consumer.

Change Is Good

Conversely, if your potential customer is browsing online to find a solution that fits their needs, effective targeting can mean they’re only a click or two away from landing on your website and providing you with their email address. Just like that a cold lead converts into a valuable prospect and you build your business.

Cost-wise, it’s hard to print anything – from business cards to billboard – without spending hundreds if not thousands of dollars. If you’re not aware of how much you can buy in online ads and social media with the same amount of money, you’d be smart to find out.

Change Is Constant

Take some advice from someone who started her career BEFORE computers and mobile devices – at work and at home. Never stop learning and exploring.

The internet offers a wealth of resources and tactics to tap into. With a bit of time and tech, you too can become an effective inbound marketer. If you’re part of a team, ask the youngest in your circle for advice – they’re consuming these online tools with their morning cappuccino.

Smart business owners will hire an inbound marketing professional to help navigate the options, develop strategy and roll out tactics that cost less and target better. User analytics will prove where your money is best spent.

So change has come – big-time. Start inbound marketing today!

eMarketing Road Map: Smart Steps for Small Business

Most entrepreneurs wouldn’t buy a home or draft a will without hiring a lawyer. And at tax time, many of us automatically package up our books so an accountant can file accurate year-ends. We do this because we understand the benefits of professional skill and advice.

Likewise, when it comes to protecting our livelihood and investing in future growth, it’s the smart small business owner who understands the importance of wrapping our marketing budget in a targeted strategy.

But if you have a new business with limited resources, where do you start? Or if you’re well established but overwhelmed with the seemingly endless choice of tools and tactics that are integral to online marketing, how do you choose the platforms that will serve you best?

emarketing road map: smart steps for small business

This eMarketing Road Map is a step-by-step guide to helping small business owners like you better understand the strategies and tools that will help you connect with relevant target markets and give you a leg up on the competition.

Use it to decide which roles you can take on in-house, and when to reach out to a professional marketing consultant to effectively promote your small business.

GET IT FREE! Request your free copy of eMarketing Road Map: Smart Steps for Small Business