Branding is not something that many of us in the industry necessarily consider to be top of our list of priorities: we consider our products and services to be the most important things to communicate – but should we though?
The Duraflex board wanted to understand exactly what staff at Duraflex really thought of the company – with no holds barred!
Working from the premise that a company is only as good as its team, and that belief in a company works from the inside, outwards – Duraflex's brand values need to be identified by the whole team.
Steve Osborne, CEO, explains:
'At Duraflex we've got so many plans for the future, that it really is an exciting time. However, those plans will never be achieved without the backing of everyone here – from the machine operators to the customer services team; from the accounts team to the Area Sales Managers. At a recent board meeting we decided to issue a questionnaire to the whole team (almost 200 people), with questions such as 'as a brand, what values would you give to Duraflex?' Interestingly, in almost all answers the following sentiments were expressed:
- Duraflex: a great team of people working together to achieve our goals and those of our customers.
- Our technical expertise is second to none.
- Duraflex's USP is our reliability.
- Being part of the Masco Group gives Duraflex a strong product portfolio and the backing to be able to continue to develop.
- We have a strong environmental ethos – across our product offer but also internally throughout the business.
- Duraflex's strapline 'making the difference' is spot-on.'
As Edwin de Silva, Sales & Marketing Director, summarises:
'We felt that this was a crucial exercise to reflect, but also to create a focus and to give substance to the Duraflex brand. We really couldn't have expected more – even if we'd scripted it ourselves! The three most common words throughout the exercise 'reliable', 'trusted' and 'experts', teamed with the fact that 65% of our staff have been at Duraflex for over 5 years, go to show that we've really got it right. To work with a team who have such diverse skills, yet who all think along the same lines is exciting. It's our firm belief that our people create our brand values and that collectively we make the difference.'
For more information on how Duraflex can support your business and help you outgrow the market, call us on 08705 351351.
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Note to editors
Duraflex is one of the largest extruders of PVCu profile in the UK. They supply Householders, Builders, Developers, Local Authorities and Housing Associations through a nationwide network of fabricators and installers.
The Duraflex Diamond suite is an unequalled range of fully integrated products manufactured & tested to the highest standards. The Duraflex commitment to quality is reflected in the number of international accreditations and certificates they hold.
As part of the Masco Corporation, Duraflex has the backing of a multi-billion dollar corporation and all of the advantages that this affords both them and their customers.
The company operates to stringent manufacturing and quality standards. It also holds the Environmental Management System ISO 14001:2004 British Standards Institute Award.