Rebranding in Roofing: More than Spin
Change is always on the menu in business and roofing is no exception. So, it’s time to make a few comments on some recent rebranding efforts, along with some mergers and acquisitions.
TAMKO Building Products and Carlyle Global Partners recently announced that Carlyle had taken a minority ownership stake in TAMKO. Celebrating 75 years as a family business, TAMKO is headed by the founder’s daughter, Ethelmae Humphreys. About the transaction, Mrs. Humphreys said, “Our partnership with Carlyle Global Partners will position TAMKO now and over the long-term for even faster growth and greater success.”
I can see the iconic TAMKO brand lasting another 75 years and beyond. It will need to continue changing, as it always has, to continue growing and prospering.
I recently reviewed the history of the 160-year old manufacturer, Johns-Manville, a Berkshire Hathaway company known by most of us simply as “JM.” It hasn’t always gone by its present name. I was reminded of the ownership, name, and brand changes that occurred over the years including several during my tenure in the trade.
GAF recently introduced what it described as an “evolved brand positioning” with the introduction of a new tagline added to their well-known brand name: GAF — We Protect What Matters Most. I appreciate this simple message as one roofing industry professionals can relate to while delivering a positive feeling about the roofing trade to the general public.
At the beginning of last year, stone wool manufacturer, Rockwool, brought its brand name back to the North American market, replacing Roxul Inc. A good move in my view as the Rockwool name is much more recognizable.
The name that is synonymous with aerial roof measurement systems, EagleView, isn’t changing but the company logo has. Along with the new look comes a renewed emphasis on the core mission of the firm. According to the company, “The new EagleView brand is fresh, modern, and designed to embody the innovation we drive from earth to sky.”
The new brand is attractive but will not alone tell the story of the continuous evolution of aerial measurement covering a broad spectrum of users. The core message behind the new look must be stated continuously to achieve a return on the investment which, depending on the enterprise, may be significant.
I believe this is the power of any rebranding. If your target audience does not “get it,” then you may spend a lot of time and energy for no real gain and in some cases, a loss of brand recognition or acceptance.
One of the most intriguing rebrands of the year is the re-naming of RCI Inc. The new name of the organization, the International Institute of Building Envelope Consultants (IIBEC), is a mouthful but does more accurately portray its mission. When I first heard the new name I thought it was way too long. But calling it simply, “eye-bek” is really sticky; a good thing for any brand.
Thinking of rebranding or expanding your business with an acquisition or merger? My only advice is this: get some advice. Even the most business-savvy contractors will find themselves in unfamiliar territory when it comes to initiating these kinds of changes. The costs of professional advice and assistance for things you don’t do every day will pale in comparison to a rebranding or acquisition failure.