How CSR Hebel successfully changed a trade brand into a consumer one
For over 20 years, CSR, Australia’s largest building products company (and the second oldest ASX listed company still in operation) had marketed Hebel AAC blocks and Aerated Autoclaved Concrete (AAC) panels to the Australian building industry.
Hebel Panels and blocks had many attributes that were becoming increasingly attractive to both builders and consumers.
With the changing emphasis and awareness on the environment, sustainability and rising building costs, BrandQuest was commissioned by CSR Hebel to undertake a brand marketing strategy to grow consumer demand for Hebel, whilst also integrating the existing trade brands.
“The BrandQuest process works, it is as simple as that. We gained clarity on our true points of difference and the brand positioning was first class.
The strategy and rebranding that was developed turned Hebel from a trade-only brand into the successful consumer-driven brand that it has now become.”
Paul Mooney, Marketing Manager
Working inclusively with the CSR Hebel Management Team, BrandQuest created a consumer-driven brand marketing strategy designed to create consumer awareness of the Hebel product and for the broader residential building trade to adapt to the demand of their customers and become Hebel qualified builders.
Collaborating and engaging with management and staff the brand marketing strategy defined a customer driven motivational segmentation that was proven through a consumer research study.
A newly defined brand positioning and differentiation was created to ensure consistency and discipline across all communication touch-points for the Hebel business. In addition the introduction of a newly defined Hebel ‘brand essence’ was contained within the strategy for inclusion internally and externally for the Hebel brand.
As an outcome of the brand marketing strategy a brand audit determined the need for a fresher, more contemporary Hebel logo to reinforce the appeal of the Hebel product to its broader and more diverse consumer audience. In addition the brand marketing strategy informed the simplification of the previous brand architecture/hierarchy and simplied the range of sub brands.
New Brand Guidelines provided the creative ‘look and feel’ for the development of the new consumer driven marketing campaign that was underpinned with the theme; ‘You’ll love coming home to Hebel’.
A dedicated Consumer website was created that delivered directly to the needs and aspirations of this audience and the current Trade website was significantly updated to reflect the newly developed branding. Importantly, all previous trade design and installation guides and product brochures were created in line with the new Hebel Brand Guidelines.
A Consumer magazine and radio campaign was test-marketed in two states as a precursor to a broader national campaign. Following the success of the test market a television commercial was produced to take the Consumer brand to a national audience.
In addition BrandQuest helped refresh/rewrite and reconstruct the trade side of the business. This included developing and upgrading Product and Range guides along with Design and Installation guides which had many intrinsic components.
Following the development of a television commercial the awareness of the new branding showed a 30%+ increase.
Importantly in a struggling national building and construction category Hebel increased both its market share and revenues in the immediate two years following the brand change project.