Having recently marked a quarter century in business, HiB has revealed a new brand identity and strap line – ‘making bathrooms beautiful’. As the company looks towards the next 25 years, it was looking to transform its image to better represent the products and services it offers the domestic and hospitality sectors. To achieve its aim, HiB recruited a specialist brand agency, talked to customers and staff, and deployed mystery shoppers to find out exactly what the business meant to them.
Robert Ginsberg, MD at HiB, comments: “Since its inception, the business has grown at unprecedented rate –evolving to not only become one of the biggest names in the bathroom industry, but a business which is synonymous for pushing boundaries in bathroom innovation. However, we wanted to do even better and therefore as we approached our 25th anniversary, we thought it was an opportune time to assess where we were and look to the future.
“From speaking to brand specialists, customers and staff, the feedback was very positive: HiB products were highly regarded, the service was seen as great, people valued our innovation but we needed to evolve the communication of these values through branding.”
The strapline has also been changed to more adequately communicate the ethos and the goals of the company to both trade and retailers. While the new brand identity was outsourced, a company employee came up with the strapline – ‘making bathrooms beautiful’.
Steve Kaye, Marketing Director, says: “We asked everyone for suggestions for our new strapline – our PR agency, branding agency, all HiB staff – but in the end the winning suggestion came from within. For us, ‘making bathrooms beautiful’ is everything that we’re about: making mirrors, lighting, cabinets and ventilation more than just an afterthought but as the all-important show piece of the bathroom.”
To coincide with the reveal of its new brand identity, HiB has invested in a new website and lifestyle brochure. The new website provides retailers, merchants and end users with a quick and comprehensive look at the manufacturer’s product portfolio. Alongside the standard product information and installation instructions, the site also offers aspirational advice and ideas on how to create a beautiful bathroom with standout products and innovations, as well as tips and advice.
HiB has also invested in new literature to help retailers showcase its offer, and in turn, benefit from the business boost it will bring. The new 100 page full colour brochure incorporates stunning room-set photography and in-depth information on all new and key ranges, and an online version is also available on the website which can be easily downloaded.
Steve Kaye adds: “The new website and brochure are two crucial platforms for us to showcase our brand ethos – enabling customers to more clearly see the design possibilities which our products offer and how they can be used to turn even the simplest bathroom design into a place of beauty.
“We are confident that these new marketing tools will aid our retailers in making sure they maximise on the burgeoning opportunity our portfolio offers as more and more consumers come to place a concerted focus on the all-important details which can transform their bathroom.”
