Brand strategy driven by simplicity for Simply Paving

Challenge


Simply Paving is a leading online supplier of paving products and accessories direct to consumers as well as to the trade. The brand was acquired by Aggregate Industries (AI) in 2018.

As AI’s strategic and creative partner, the marketing team challenged TMC to give the Simply Paving brand a new lease of life that would differentiate it in an increasingly saturated category, and to allow AI’s plans for growth to be realised in 2019 and beyond.

Shaping Buyer Behaviour


The first stage of our of approach was to fully immerse ourselves in the category. This involved getting to know the business, the target market and the audience. We did this by spending time with the team in the Halifax HQ  and carrying out a competitor analysis and brand audit. Using the insights from this and applying then to our TM.BE model we identified the behavioural opportunities available to us.

Research showed that most consumers buy paving infrequently, so there was a lot of confusion around what and how much to buy, and how to install it. Online paving buyers are looking for a brand that will make it simple and easy for them. Likewise the trade are totally dependent on their supplier giving them a simple, dependable service – ie being flexible, reliable and willing to solve problems to ensure their projects can be completed efficiently and successfully.

Realising the term ‘simplicity’ resonated with the audience’s needs and a dependable and knowledgeable team are integral to the experience, it was important to create a proposition that emphasised the straightforward process and expert knowledge of the team, which is how we landed on the ‘simplifiers of paving’.

The desire for and apparent lack of an authority in the category created an opportunity to leverage the fact that consumers trust the word of experts and are more likely to accept their recommendation, because it short cuts them to a decision they are happy with. This is known as authority bias. The Simply Paving team, with their new roles as the ‘Simplifiers’ were given a prominence on the website, featuring within the About Us page that celebrates their role and what they simplify for the customer.

When it came to the branding, we evolved the current logo by introducing a new bolder palette of colours that would differentiate Simply Paving from the competition. The orange was the right mix of simplicity and value, with accompanying ‘earthy’ colours to reference sub-base and paving.

Driving Success


The new website launched in January 2019, so at time of writing it is too early to report any results.

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