Beautiful floors: Haro brand sharpened - together with Process
Buying a new floor is a one-time thing for many people. At the right moment, it is important to convince customers - and not just with the price. "Many suppliers have high-quality products in their range. It is therefore difficult for customers to recognize differences. We have decided to invest in our brand [...]
Buying a new floor is a one-off for many people. At the right moment, it is important to convince customers - and not just with the price. "Many suppliers have high-quality products in their range. It is therefore difficult for customers to recognize differences. We have decided to invest in our brand. We want to profile it and communicate to everyone who wants to beautify their home how Haro floors enrich their lives," reports Andreas Merz, Head of Marketing and responsible for the Haro brand.
Consistency in brand management
The collaboration with Process began in 2020 - at a time when many people are looking more intensively at their living space. Together, the Haro brand is being sharpened and charged with emotion. The new claim "Naturally beautiful floors" conveys Haro's core competence on the one hand and expresses the natural attitude to life and the beauty of high-quality products that customers want to surround themselves with on the other. Because, identification with the central brand theme is important. Not only for the buyers, but also for the dealers worldwide who distribute Haro exclusively and contribute decisively to the company's success. "A strong brand also brings those who sell Haro products forward. It gives them a well-told story that differentiates them from the competition and convinces customers - and ultimately increases sales," says Michel Gabriel, Consulting Director at Process and responsible for the mandate.
Natural beauty along the customer journey
Over a period of two years, Process developed and applied all the building blocks that make up this new brand story: First, the brand was defined and positioned, and then brought to life in the new, modular brand design. A clear, sometimes humorous brand voice gives the communication the HARO-typical "twist". This is followed by redesigns of the packaging, the trade fair presence and store modules for showrooms and POS, the product range catalogs, sales documents, dealer mailings, truck and building signage. In addition, there are digital applications such as the look for the new HARO Academy, the online training offer for dealers, which is produced in the company's own studio.
Digital and personal
At the beginning of 2022, an important milestone will be reached: the relaunch of Haro.com in six languages. Process developed the complete user experience for this, which addresses the needs of customers and focuses on sales via local retailers. The new product finder facilitates selection and the virtual assistant "Floorentine" provides information on products and services as a first point of contact. "Customers should also experience online that solutions for their individual preferences and wishes are found at HARO. That's why we provide them with effective tools, such as catalogs that can be personalized for product favorites," explains Bruno Manser, Creative Director Digital at Process.
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"We are very happy with the results. We have now created important conditions to lead HARO into the future and create further applications for a customer experience focused on natural beauty."
Responsible at Haro: Andreas Merz, Head of Marketing. Responsible agency: Process Zurich
