The Slotegraaf brand undergoes major renovation
Back in 2009 we realized that our website was quickly becoming tired and outdated and in need of an overhaul. From previous experience we knew it would be a big project so we wanted a marketing firm that, most importantly, we could trust, one that would understand who we are as a company, could deliver on their promises for creativity and communication, and could essentially become part of our team for the coming months.
It was mentioned at some point that what we were looking for really parallels what our own customers look for when hiring a renovator builder: trust; understanding; delivering on promises; and good fit. So it was great to have an opportunity – as a company – to sit on the other side of things for our major renovation.
After much research and many interviews we found Jason Bouwman and his company, Compass Creative Studio Inc., and from our first meeting we knew that they met our criteria. Compass Creative is a reputable brand development and design firm based in Burlington. And like our process here at Slotegraaf, they took the time up front to understand our needs, help us prioritize issues, properly plan and then complete the work to exacting standards.
Through their consultative, commonsense approach to design we gained a deeper understanding of who we are, what we do, exactly, and why it matters. We realized that we were facing a great opportunity to make a much more comprehensive improvement than we originally thought. We had clearly underestimated the power of branding in getting our message out to potential new customers. We decided our entire "look" and "language" needed a reno. In addition to the website, we began developing a brand identity that truly reflected us and the character of our organization.
The end results are remarkable. Now we have a brand that people understand and recognize. Our tagline, "Built Right. On Time." sets the standard that every existing and new customer can expect from each project. Our new website features the right balance of information, visual interest and logical navigation to inspire and motivate customers.
We have to admit, we were skeptical at first about the larger investment of time and money to develop our brand – we wanted to rush to the website and be done. However, if we had done that we would likely be right back to square one in a couple of years with an ill-fitting website – displaying pictures of beautiful homes, to be sure – but with no real message to tell.
The whole process has helped us focus on our unique strengths. It has given us more confidence, and has helped us connect with our customers in a more meaningful way. And the response has been even better than expected. In the short period since our launch, new client inquiries have dramatically increased. With all these results, we're very excited to now move to the next chapter in our company's story.