- Case Studies
- 5
- BRIGHTS – More Concept
BRIGHTS HARDWARE – ‘MORE’ BRAND CONCEPT
BRIGHTS Hardware, a Western Cape based hardware chain, is a longstanding client of Fishgate Advertising that has grown together with the agency over the years.
The brand was in need of a new central marketing theme that would clearly communicate the brand’s promise to customers, but also have legs to work no matter the application.
With the brand’s pay-off line being “More than just a hardware store”, we decided to develop a theme centred around the concept of ‘more’.
Objectives
- Build top-of-mind awareness: Position the brand as the first choice for home improvement, repairs, and DIY projects in both everyday and seasonal needs.
- Strengthen brand trust and expertise: Reinforce the perception that the chain offers reliable products, knowledgeable staff, and practical solutions customers can depend on.
- Differentiate from competitors: Clearly communicate what makes the brand unique.
- Create emotional relevance with customers: Connect the brand to real-life moments – fixing, building, improving homes, or helping others – so the brand feels helpful, human, and essential.
Strategy
- The new brand concept was communicated to clients using every available brand vehicle, including a brand campaign video, radio commercials, promotional flyers, digital banners, social media posts, etc.
- This concept was then rolled out and used as the backbone of all communication going forward – both internal and external.
Outcomes
- Stronger brand perception as the retailer that delivers more value, expertise, and support than competitors.
- Campaign launch emailer and franchisee communications
- Clearer brand differentiation, making the chain easier to choose in a crowded and price-driven category.
- Greater employee alignment and advocacy, with staff empowered to deliver on the promise of “more” in everyday interactions.
- In fact, the client found the ‘more’ concept to be so successful and concise in communicating their offering, that they have since used it for the last 3 years.
