TIMBER
BMJ: Last year, you launched two new ranges for exterior products - decking stain and woodstain. What’s happened since then?
Richard Bradley: It’s a very exciting time for us. We’ve made a number of changes that stockists are going to benefit from. There are four areas where we’ve invested. We’ve rolled out a new brand image across our interior products ranges; we’ve refreshed our packaging; we’ve developed a new-look website; and – as you mentioned – last year we introduced new products for exterior use. These exterior products were the first to carry the new branding. Now all of our products are benefiting from the new look.
BMJ: The new logo and packaging are much more modern-looking. How did you arrive at these formats? RB: We’re very fortunate that we have such a faithful following of professionals who are loyal to the brand. We spent time and carried out important research developing the new branding, which gave us confidence we have hit the mark with our customers. People seem to love the new look, and they know the quality of the products remains unchanged, helping them achieve high-quality results through using the best woodcare products to really show off their skills. We wanted to revitalise our woodcare offering and bring the company’s image firmly into the 21st century. The new logo and brand design help us to achieve that.
BMJ: What was the thinking behind this investment? RB: Well, obviously it’s very important to us that we don’t lose those trade fans we’ve garnered over the years, and it’s important to note that this new look doesn’t mean altered products. Everyone will be very happy to know their formulae are exactly the same. We did a lot of research, and found out that the profile of stockists’ customers is changing. Professionals are still looking for the products they know and trust. However, the number of serious DIYers wanting the best quality
WAX LYRICAL
Interior woodcare specialists Liberon have made further investments, including into a new brand image. BMJ catches up with head of marketing Richard Bradley to find out the latest.
products is increasing too. So, we feel that part of what we have done, therefore, is to secure our traditional market, but also broaden the brand’s appeal to potential new users too.
BMJ: What has been the reaction of stockists and end users? RB: In addition to a more modern look that’s brighter and cleaner, we’ve made finding the products much easier, because each product area is now colour coded. This helps stockists to arrange their displays in a more organised fashion. And when their customers can see that all waxes, for example, are in yellow packaging as opposed to dyes that are in maroon, they can find what they need quickly and not get confused. With so many products available, that’s got to be a big help! Feedback from stockists has been unfailingly positive. For example, Rob Alexander, manager at Leyland’s Kingston store has told us: “The new Liberon branding looks fresh and far more modern. It’s a good idea that each product area is now colour-coded so that we and our customers can find the products they need nice and easily. All in all, a good move forward for Liberon.”
August 2024
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And we’ve had end users contact us through our social media channels to give us positive encouragement about what we’re doing too. Here’s what Stevie Jones, owner of Jones Decorators, operating in Wales and the Southwest of the UK says: “I think it’s brilliant that Liberon has introduced the new branding and packaging. The new look is much more up to date, so you really get the impression that the brand is moving forwards. I’m a huge Liberon fan and I love their products. You just know the quality is so high so that I can always be sure of a really professional finish for my projects.”
BMJ: What’s going on with the Liberon website? RB: It’s so much easier to navigate now. The whole look of it is cleaner too – less ‘cluttered’ I think I’d say. People need to be able to get the information they need super-quickly and we think we’ve helped them to do that. In addition, we now have ‘The Hub’, which features inspirational tips and advice and how-to videos.
BMJ: What’s next? RB: We’ll continue to drive the external and internal woodcare market with ongoing investment. We want to be known for high- quality products offering excellent value for money to end users, and that ensure decent margins for stockists. BMJ
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