Client: Bathroom Association (formerly the Bathroom Manufacturers Association)
The Bathroom Manufacturers Association invited CMDi to run their strategy away day to identify how to increase the organisations growth, presence and impact.
The decision was made to review alternative membership models and the option of changing from being exclusively for bathroom product manufacturers, to a broader more inclusive model, was seen as providing the most effective way to help members address the challenges of the changing bathroom market.
CMDi were then engaged to work with a project team to develop a brand re-positioning strategy and updated creative identity to help drive the BMA’s core priorities:
- Reducing environmental impact
- Raising industry standards
- Market growth and understanding
A more inclusive membership model allows the association to extend its sphere of influence to a larger addressable market of potential members across the full supply chain, whilst strengthening the future for current manufacturer members.
CMDi developed a positioning strategy, with full supporting rebrand recommendations and creative delivery.
A new vision underpins the brands transformation ‘A world where bathrooms are better for people and planet’.
The name was shortened to reflect the more inclusive approach and the brand’s identity required a major overhaul to reflect the evolved positioning, more modern, agile, more about collaboration and communication.
A new strapline clearly explains how members benefit and the brand ‘manifesto’ delivers a rallying call to everyone in the bathroom industry, providing reasons to belong.
Challenge
The Bathroom Manufacturers Association (BMA), was an exclusive trade association for bathroom product manufacturers with 91 members. It recognised that it needed to extend it’s presence across the wider industry to better support members needs and provide a collaboration platform that the whole supply chain could benefit from. To do this the board recognised that a brand re-positioning strategy was required and a full transformation programme to relaunch as the Bathroom Association.
Services
CMDi’s full brand builder programme • Brand positioning strategy • Brand relaunch strategy and communications • Logo and identity update • Relaunch materials • Member research and testing
Results
To be reviewed after full roll-out.
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CMDi worked with the Bathroom Manufacturers Association after our board identified that our strategy needed to be accompanied by a strategic branding review and potential extension of the organisation. CMDi then moved on to deliver high calibre copy and creative, in an iterative process with the association team. Now, the Bathroom Association is putting our new brand into practice.CMDi were a pleasure to work with throughout the project, really stretching and challenging us, helping us to think differently. Our members have been overwhelmingly positive about the results of the work.
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Excellent process to ensure we reviewed all aspects associated with brand alignment / proposition development & brand refresh.This piece of work gives us the platform to further evolve the BMA and ensure we are built for the future and built to have a wider impact & contribution.An excellent process & experience from start to finish.Board sponsor, Marketing Director, Hansgrohe |
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It’s not just been about the creative, but also helping us to crystallise what our strategy is for the continued growth and development of the association.Engagement Director, Bathroom Association |