Rebranding Success: How Blair & Norris Crafted a New Identity Through Strategic Design and Messaging
Situation
Blair & Norris, formerly known as Blair Well & Pump, is a quality, local service provider in central Indiana. They dig wells, install and service well pumps, bladders, and everything else related to wells. In 2018, they acquired Norris Septic Tank Service and operated under both names in an attempt to maintain the brand equity of both companies. While the strategy made sense, there was an opportunity to simplify processes and the brand to truly take advantage of the combined potential. Blair & Norris faced a series of challenges, including:
– Size of market presence
– Level of brand awareness compared to competitors
– Age and effectiveness of website with limited lead generation
– Lack of marketing strategy
Solution
With the new name established, our team was ready to create a new identity. Historically, neither company formally developed a logo, so the next step was an important and exciting opportunity to build on the incredible reputation of both entities.
We pinpointed water as the underlying theme across all Blair & Norris services. Consequently, we opted for a blue color scheme and designed a distinctive monogram featuring a solitary water drop within a square badge. We then selected a bold, sans-serif font with slight, custom details to enhance the logo’s distinctiveness. To complete the design, we incorporated the primary services as a tagline, polishing off the overall appearance.
Next, clear and concise messaging was crafted, using phrases like “Your Water Systems Experts” and “Serving Central Indiana for 75 years” to establish expertise. To communicate the level of care behind Blair & Norris’s services, we included phrases such as “Unmatched Customer Service” and “Superior Workmanship” to underscore their commitment to exceptional customer service.
Evergreen Results helped us simplify our brand to empower both sides of our business. They created clear branding that depicted the value of service we have provided Central Indiana for the past 75 years. This broadened our customer base and increased our sales exponentially.
Results: A Strong Brand Foundation to Stand Out in a Competitive Market
The leadership at Blair & Norris was thrilled with the update, establishing a strong brand foundation. This sets the stage for the company to leverage the strong reputations of its founding entities, enhance brand visibility, and distinguish itself from competitors.
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