Work
Fixfast
Evolving brand reputation
Fixfast has come a long way since its founding as a family business in 1975. Through a steadfast commitment to delivering outstanding customer service, Fixfast has grown to become an international manufacturer and a leader in quality fasteners for the building envelope.
As the company turned 45, we helped Fixfast take a fresh look at who it is and what it stands for – and then ensured its market reputation evolved to reflect the Fixfast of today.
The challenge
Fixfast’s success has been proudly built on consistently meeting the changing needs of its customers in the flat roofing, sheeting & cladding, and façades sectors. While offering the best service will always be part of the brand’s DNA, the modern Fixfast is about more than that. Its story had to evolve.
Developing Fixfast’s rightful reputation as industry leaders and fastener experts would be key to getting closer to potential OEM partners and specifiers; two audiences that are critical to the company’s future growth and success.
The work
We began with a series of in-depth interviews with the management team to form an understanding of the ingredients that are essential to Fixfast’s success – both now and for the future. This, coupled with market and customer analysis, lead to the creation of a brand book that would inform all ongoing marketing and communications.
The book captured all the messages and proof points that make up the complete narrative for the new brand – from Fixfast’s vision and purpose, its product and service propositions, to articulations of how Fixfast is relevant to each of its audiences.
Recognising that reputations are built more through deeds than words, the brand book also set out the three strategic commitments that would guide Fixfast’s ongoing activities; service excellence, technical leadership, and the raising of industry standards.
We then devised and launched operational initiatives and external campaigns that would establish Fixfast’s credibility in each of these three areas.
The impact
The transformation in Fixfast’s reputation has been as significant as it has been valuable. The three strategic commitments have become recognised hallmarks of its brand, both by staff internally, and by external partners and customers.
Amongst other initiatives, a new customer service charter, the creation of technical CPDs for architects, and the launch of an online training hub for installers, have all contributed to Fixfast forging new commercial partnerships with other leading players in the construction industry.
