Case Studies

Linford Group

Linford Group asked Leader to address a long-standing reputational and brand issue – although it is as much a new-build as a restoration contractor, it is widely seen as a restoration only specialist.

An initial audit of resources and awareness quickly identified the need for some fresh market research to assess the scale and nature of any problem. Detailed telephone interviews were carried out with key stakeholder organisations (customers, architects and other referrers of work), and our lead consultant interviewed the heads of every department within Linford Group.

Alongside this we carried out a process of collating and reviewing all of the various marketing resources that existed within the business, conducted a competitor review, and took inputs from a recent employee survey and new business plan.

Based on the findings of this work, Leader developed a new branding proposition based on a “Build . Renew . Restore” structure that reflected a simplified model of their key markets. Key values, messages and imaging guidelines were developed in each area and rolled out through everything from stationery and signage to websites, brochures and sales literature, adverts and exhibition material.

Internal communication of the brand started with staff presentations by the chief executive, and supported with the launch of a new internal newsletter. A new CRM software package was installed to allow better integration, tracking and use of customer and prospect data.

“I wanted to thank you and your colleagues at Leader for the excellent work you have done for Linfords on branding, website and brochures.

“The thought and diligence that went into the process, from the initial information gathering exercise to me finally stopping messing about with last-minute edits, means we have now got marketing materials which tell the market exactly what we want them to know.

“We now have a website and brochures that are better than any construction business of our size, if not the bigger companies against which we routinely compete. They will play a key part in helping us grow our business.”

Simon Linford – Chief Executive