Refreshing the Braun Brush Brand Image and Positioning it for Growth

www.braunbrush.com

THE CHALLENGE
Long-Island based Braun Brush® is one of the oldest family-owned manufacturers of industrial brushes in the United States, in business since 1875. Braun's extensive line of brush products spans a variety of categories, including industrial/professional, food, household/cleaning, fine art/hobbyist, house painting, cosmetic/personal, automotive and boating, and accessories.

To accomplish future goals, Braun realized a need to update it's brand image and marketing communications.

SCOPE OF WORK
Branding
■ Strategic Planning: brand essence statement, positioning statement, positioning framework
■ Corporate Stationery
■ Brand Guidelines

New Product Development
■ Name Creation
■ Identity Development
■ Packaging

Messaging
■ Key message, Communications Platform

Integrated Marketing Communications
■ Core sales and marketing materials
■ Tradeshow materials
■ E-commerce and web development
■ New product advertising and promotional campaigns

OUTCOME
Churchill refreshed the Braun Brush brand image, and in so doing, created a platform for growth. The end result was a successful extension of the brand architecture and a refreshed "look and feel," creating a more consistent and distinctive brand image to carry Braun well into the future.

On this foundation, Churchill worked with Braun Brush to develop and introduce two new product lines for the higher-end more image-driven architectural and interior design market as well as beauty products. Both product lines were sold direct to customers using Braun's well known web site www.braunbrush.com. This helped to maintain a level of control and grow the business steadily.