A W Hainsworth & Sons
Brand Review
Services supplied
- Strategic brand review, business restructuring and redefined proposition.
- Marketing consultancy.
- Branding workshops.
- Specification and development of brand guideines.
- All creative; concept-to-print-ready artwork on literature, advertising, exhibition graphics and website.
- Creative copywriting.
- Ongoing marketing and PR support.
Synopsis of project outcomes
- Realignment of the company, its image and values.
- Restructuring of business model to create a more marketable sales proposition.
- A closely supported and phased roll-out of new brand, engaging with staff and key members of the board to assure as smooth a transition as possible.
- Huge motivational boost for staff across the entire business at all levels.
Hainsworth is a woven textile business in Yorkshire. Its 225 years of trading embodies the resilience of British manufacturing and proves that woollen textile manufacturing is very much alive in the UK.
A family-owned business since 1783 and in its seventh generation it has a fantastic heritage – from the Guards uniforms outside Buckingham Palace to the interiors at Windsor Castle, to the fastest snooker and pool cloth in the world, to the latest in protective textile development. Hainsworth also carry the Royal Warrant, global awards in innovation, ISO9001 quality assurance and its own UKAS-accredited testing laboratory.
Bonfire conducted a full strategic brand and business review giving Hainsworth the tools with which to market itself more effectively in a highly competitive global market and helping ensure its future.
Bonfire conducted a broad research programme with management, staff, customers and suppliers to map and compare all associated perceptions of the company. The final report highlighted the high degree of trust and loyalty customers have as well as areas where we were inconsistent and at times confusing in our message. From this Bonfire worked with the Hainsworth management team and delivered a series of branding workshops to engage management and allow shared ownership of the process, playing a crucial role in gaining acceptance of the change ahead.
Intrinsic to the outcome was the recommendation to streamline Hainsworth’s 14 companies into a more logical format – one company, with four clearly defined product ranges/offerings. With this came a newly developed brand image reflecting the innovative nature of Hainsworth, whilst embracing its fantastic heritage.
It has been a long project, involving considerable change and we could not have achieved this without Bonfire’s expertise. We move forward with a clearer business proposition and are very grateful for the commitment and consistent support Bonfire have provided.
Managing Director, A W Hainsworth & Sons Limited
