Building a hot water brand without an ad campaign.
The brief was to brand a new range of hot water units exclusive to Reece. Great. That’s exactly what we do.
The catch? We had no budget for a big, national launch campaign. But we did have ~350 branches, thousands of loyal trade customers and Reece’s commitment to supply the high quality hot water units.
So, where was the best place to start? By building confidence.
First came the name and logo. We needed something that looked and sounded strong, with a sense of heritage. A name that felt like you’d heard it before. A brand that could be trusted.
Hot water you can depend on.
Then there were our customers. Hardworking tradies who want to do the best job possible, without call-backs. Reece gave them the right products, and we gave them the right tools to sell them.
They became our sales team. We created point-of-sale assets that simplified technical information in a consumer-friendly way, making it easy for tradies to talk about Thermann and sell its benefits. We also developed a small handbook to go in every box, reinforcing to end customers that they’d made the right choice in both the product and the professional who installed it. All backed by the tagline: ‘Hot water you can depend on’.
Digital also played a part.
Not just through social posts, but with a detailed app packed with the information and installation instructions tradies needed to get the job done right.
We set out to build a community.
This brand was built for the trade, and we never lost that focus. To succeed, we needed tradies to back the brand, so we had to show them that we backed them. Building a community meant showing up in a way that was authentic, honest and bold. And that’s how we earned their trust and gave them confidence.
