Despite leading the UK market, the British Ceramic Tile (BCT) brand was mostly unknown to consumers. In an industry where few brands stand out, people tended to be reliant on tilers and retailers to choose from what many considered a bewildering array of products.
On the one hand, BCT wanted to start selling directly to the public and understood that giving consumers the confidence to do so would require an engaging consumer brand that offered inspiration and unrivalled expertise.
On the other, their innovative approach to tile design had not gone unnoticed by manufacturers abroad, who were now copying BCT’s patterns wholesale and selling their ranges at a discount.
“What was galling was the speed at which they’d work. We’d spend months developing a new range, only to see an exact copy of both the tile and our market messaging spring up on a competitor’s website,” said Jayne Adamson, Head of Marketing, British Ceramic Tile.
“Rebranding would help us overcome both of our issues. We needed an identity that would attract consumers and create clear differentiation from our competitors. Our competition could copy most things but one thing they couldn’t copy was our brand.”