The Strait & Lamp Group Discovers Tie between Brand and Bottom Line
Leading central Ohio lumber and building materials supplier, The Strait & Lamp Group, turned to branding agency, GREENCREST, to increase its brand awareness and name recognition within the building industry. The Strait & Lamp Group had six separate companies with a unique name, long-established service areas and a strong community presence and the GREENCREST branding strategy tied the six companies to the corporate name.
GREENCREST took The Strait & Lamp Group leadership team through its proprietary BrandFuel™ brand discovery process. GREENCREST uncovered the company’s unique brand distinction, uniting all six companies and communicating the business’ long history in the marketplace in a new and fresh way. Its brand position became clear with “A Home for Hands that BuildTM,” and the company brand story came to life in a new and fresh way.
GREENCREST also created a corporate identity to visually tie all locations to The Strait & Lamp Group. This included a new corporate logo with six matching company logos, business cards and a stationery suite. GREENCREST brought The Strait & Lamp Group’s new brand to life through various marketing communication channels such as the website, a direct mail brochure and an advertising campaign-delivering the brand message to target audiences.
One year after delivering The Strait & Lamp Group’s brand and new corporate identity to its target markets, the advertising campaign received more than 2 million print, digital and television impressions. Additionally, the company’s website traffic increased by 1,200%. Overall, The Strait & Lamp Group “nailed” its goals and saw a 50% increase in sales-proving that developing its corporate brand helped improve the company’s value and bottom line.