Branding in hardware stores

We wrote a series on branding far from fashion, luxury and lifestyle: explore the world of power tool accessories with us! We spotted special target groups there and developed packaging systems suiting their needs. Find out how and why – in our English summary.

A sociocultural phenomenon

The German “Baumarkt” is a phenomenon. A timeless world of its own. In many other countries as well, DIY markets are favorite places to be. Economically spoken: Do-it-yourself warehouses or superstores, so-called building supplies stores or (my personal favorite): “home-improvement centers” are important markets – in the literal sense of the word. They form an essential retail channel. So, the basic task for suppliers, distributors, sales and retail people – as well as for us brand strategists and designers – is how to present the products at this specific point of sale. How can we distinguish an accessories brand from other brands (although it should be recognized as compatible to them)? How can we communicate the uniqueness of a drilling machine or a circular saw blade via its packaging?

Share our knowledge: We wrote a three-piece series about projects we did for Bosch Power Tools and Freud (a Bosch affiliate in Italy). Account Director Christine Sunkel illuminates details of the processes in German. We addressed three different target groups:

1. do-it-yourselfers
2. professional users
3. industrial clients

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1. Branding in Hardware Stores – Marke im Baumarkt**

Client: Bosch Power Tools division,
Scintilla AG in Solothurn, Switzerland
Target group: do-it-yourselfers
Project: Bosch Promo Baskets

Bosch wanted to provide their country distributors with promotional sets to choose from. Edenspiekermann developed the Bosch “Promo Baskets”: strategy, display communication and packaging. The central element was a specific picture style to attract and convince customers. We showed the brand’s qualities without making things too complicated: challenging situations for do-it-yourselfers (before and after the work is done). We made sketches to prepare the photo shootings. We organized the shootings from choosing the models to briefing the photographer, together with our client – so everything fits perfectly with the brand and the claim of the Power Tools campaign „Make it your home“.

This is important: We, the agency, were involved in the process from the very beginning. We developed the ideas for the promotion together with our client. On location in Solothurn (Switzerland) we met with the marketing and product people of Bosch Power Tools to work on the packaging types, shapes and materials. This close collaboration was essential for the process and for the success of the Bosch DIY Promo Baskets.

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2. Branding and Packaging in Retail – Marke und Packaging im Handel**

Client: Bosch Powertool Accessories PT-AC division,
Scintilla AG in Solothurn, Switzerland
Target group: professional users
Project: Safety at Work

Our client Bosch Power Tools Accessories in Switzerland developed a broad new product line. It should transmit security and know-how: Safety at Work addresses a crucial issue for professionals with its packaging. The special challenge was to integrate this new range in the existing packages – and at the same time make it recognizable as a special segment.

The final design decision was based on big black-and-white pictures. Edenspiekermann pointed out the benefits of each product with pictograms, which we developed specially for this series. The pictos included operating instructions (like for the use of ear protection). The big advantage of such pictos is that you can design them as a characteristic element of a brand’s communications. Plus, obviously, they are easily understandable across borders. Retailers and customers see immediately what a product is about.

3. Freud Corporate Identity – Marke und Packaging im Handel

Client: Freud, Italy
Target group: industrial clients
Project: corporate identity for a tools and accessories supplier

Freud is a global supplier of circular-saw blades, router bits, and cutters for woodworkers, professional and industrial users. Their products are mainly manufactured near Udine, North Italy. The company employs some 580 associates worldwide, and generated sales of 100 million Euro in 2007. The task for Edenspiekermann was to establish Freud as a strong industrial brand. The process:

–  We developed a user matrix to detect the industrial client.
–  Then we defined the tone of voice.
–  We created the visual identity.
–  We designed several communication tools.
–  We developed the look and feel of the exhibition stand.

The core communications element is a label for all media. On this label you find a strong, self-confident statement (in the corporate color red on black-blue background). Thus, we highlight the benefits and transmit them clearly to the user: high productivity, easy to use, and most of all durability. This can be seen directly on the product.

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And in the future?**

Mainly this last example proves that we can implement reasonable, successful brand strategies if we cover the environment, the target groups and all touchpoints. To sum up the essence of these projects:

–  The product is the hero.
–  We must convey the use of the products via the product itself.
–  The point of sale is essential for communications.
–  Sometimes it is here that the user gets to know the product first.
–  It is crucial that the packaging provides (at least) clear information.
– Clear, direct information generates trust.

This will not be enough in the future, though.

In increasingly competitive markets (and with the shift towards online marketing) some aspects will become even more relevant:

–  Where and how do brands meet with their customers?
–  How do I gain/keep customers and hold my ground in the markets?
–  Which role do on- and offline communications play for me?
–  How do they go together?
–  What is my offer? How does it differ from others?
–  What do I (does my company) stand for?
–  Which story do my products (does my brand) tell?

A holistic brand strategy for all touchpoints will guarantee satisfying brand experiences and longlasting customer loyalty. This goes not only for DIY markets, obviously, but for every single sector in sales and retail. Future challenges at the point of sale include expanding the services around the products, making information available online as well, communicating the importance of a brand in their retail space and via other channels. German readers might read more about the future of retail in our series Zukunft des Handels, or please contact Steven Cook for further information. We all are open for questions and discussion.

Read more about pictograms and their value for corporate design: Say it with a picto / Lasst Piktrogramme sprechen and (in German) Außen kratzfest, innen beschlagfrei. Other projects Edenspiekermann did for Bosch include a German HR Print Campaign and our award-winning worldwide Gender Diversity Campaign.