A 5-Year-Old Cabinet Company with 1,530 Clients: Will They Survive the Live Brand Challenge?
Kitchens remain the most renovated room in the home. (As recently as 2017, 10.2 million kitchens were remodeled in that year alone.)
Bathrooms are the next most popular room in a home to renovate or remodel.
National Kitchen & Bath Association’s report, “Estimated Market Value for the Kitchen & Bath Remodeling and New Residential Construction Markets,” (published in 2017) finds that each year homeowners remodel upwards of 10.2 million kitchens (roughly one in 10 of all households) and 14.2 million bathrooms, two of the most important rooms in a home.
And Zippia.com estimates there are over 93,567 cabinet makers currently employed in the United States. That’s a LOT of companies marketing to homeowners to get their share of this work.
In branding and in business, we only have two options: adding to the noise in the market or rising above the noise.
Kitchen Sink or Swim: By The Numbers
It is estimated that $158.6 billion is spent on kitchen and bath remodeling.
At $158 billion, the U.S. residential kitchen and bath market represents one quarter of the entire U.S. residential construction market.
And when it comes to kitchen remodeling, the most renovated feature is countertops (91%).
So it was interesting to sit down and conduct a Live Brand Audit with Michael and Tara from Cabinet IQ in Austin, Texas.
Being in business for 5 years, they’ve already had over 1,500 homeowners as clients.
What more could they do to ramp up their business?
That’s where we started with this Brand Challenge. Let’s see where we went:
Michael’s company is very solid with very solid sales.
The story portion of his brand, in words and visuals, is the area that needed the greatest help.
Because of one key point: not realizing his brand is a lifestyle brand.
Tackling this head-on, the shift in how future clients respond will be night and day.
I want to thank Michael Hartel, PhD and Tara Gomez for their participation.
Know someone who would be a great future Brand Challenge candidate? Tag them in the comments below.
Have a question about your brand? Let’s talk.
About David Brier:
“I enjoy helping stubborn and unapologetic entrepreneurs become wealthy stubborn and unapologetic entrepreneurs.” David Brier
Bestselling author of Brand Intervention and Google’s #1 ranked rebranding expert, David Brier’s four decades of expertise have received over 320 international awards including the rare honor of being presented the Presidential Ambassador for Global Entrepreneurship medallion and generating well over $7 billion in sales and revenue for his clients around the world.
Originally published at https://www.linkedin.com.
