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
Die Zusammenarbeit mit Process begann 2020 – in einer Zeit, in der sich viele Menschen intensiver mit ihrem Wohnraum beschäftigen. Gemeinsam wird die Marke Haro geschärft und mit Emotionen aufgeladen. Der neue Claim «Natürlich schöne Böden» vermittelt einerseits die Kernkompetenz Haros und drückt andererseits das natürliche Lebensgefühl und die Schönheit hochwertiger Produkte aus, mit denen sich die Kundinnen und Kunden umgeben möchten. Denn, die Identifikation mit dem zentralen Markenthema ist wichtig. Nicht nur für die Käufer, sondern auch für die Händlerinnen und Händler weltweit, die Haro exklusiv vertreiben und entscheidend zum Erfolg des Unternehmens beitragen. «Eine starke Marke bringt auch diejenigen nach vorn, die Haro-Produkte verkaufen. Sie gibt ihnen eine gut erzählte Geschichte an die Hand, die vom Wettbewerb differenziert und Kunden überzeugt – und letztlich den Umsatz erhöht», sagt Michel Gabriel, Consulting Director bei Process und verantwortlich für das Mandat.
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. 
((PR_MM_HARO_8.png)) ((PR_MM_HARO_9.png)) «Wir sind sehr glücklich mit den Ergebnissen. Wir haben nun wichtige Voraussetzungen geschaffen, um HARO in die Zukunft zu führen und weitere Anwendungen für eine auf natürliche Schönheit ausgerichtete Kunden-Experience zu schaffen.»Responsible at Haro: Andreas Merz, Head of Marketing. Responsible agency: Process Zurich
