To differentiate the brand, Kaden products would be defined as quality Heating and Cooling products with a thorough support system, designed to make the installer’s life easier.
By keeping installers happy, they would become the strongest brand advocates and positively influence the consumer’s purchasing decision.
Developing the brand name required consideration of this unique positioning. From a large number of presented options, Kaden was chosen because it is honest and hard-working — key values that would resonate with installers. Plus, it was simple, unique, and easy for consumers to remember.
To accurately position Kaden in the competitive market, we also considered product and pricing parameters, before moving on to operational support and after sales care.
Supporting the four key brand principles, we established a four-year timeline for future development. Ultimately, the goal was to achieve a seamless service that would continually support installers.
This conscious focus continued from messaging through to packaging – where a specialised design allowed for easy lifting of the large and cumbersome product.
The launch of the campaign saw us producing a targeted suite of collateral including a dedicated brand page, customer-facing eDMs, flyers and promotional materials. Each of these served to communicate Kaden’s unique positioning in the market and amplify ease of use for the installer.