Since opening as a sole trader in 2002, Parrish has grown to become Shoalhaven’s largest and most successful plumbing business, employing 70 staff. We were initially approached to help Parrish enhance their current branding so it better reflected their full range of services, especially as they planned to grow their non-plumbing offerings such as roofing and height safety services. Without a marketing department, they saw the need to get our support to clearly define where they positioned themselves and how to communicate their services to their customers, and get buy-in from the wider business.
We began by building a deep understanding of Parrish customers, using research and insights to develop a detailed communication strategy. From here, we worked with Parrish to re-position the business from the ground up, articulating their brand values, tone of voice and customer proposition in a consistent way. By leveraging the 18 years of expertise within the business, we saw an opportunity to clearly position the Parrish business in a way that no-one else could. The core message? ‘Experience at work.’
It was essential to create consistency in the way Parrish communicated its new company position, both for customers and staff. The brand positioning worked well as a tag-line that would be used across all aspects of their customer communication channels. How we sold the changes into the business was equally important, especially as this had never been done before – and we were simultaneously updating the visual brand identity that would be used across everything from office signage and stationery, to uniforms and sales tools for each of the four divisions. The new branding was also applied to the Parrish vehicle fleet with vinyl wraps executed by Browns Graffix.