Guardsman updates brand identity, adds products
Furniture care specialist says changes follow consumer research
Furniture Today Staff -- Furniture Today, April 14, 2011
CHICAGO — Furniture care specialist Guardsman has a new integrated marketing initiative that it says updates the brand with a fresh visual identity, an expanded product line and a redesigned, more engaging website.
 Revitalizing Lemon Oil is a new product from furniture care specialist Guardsman. |
The company said the update is the result of extensive consumer research to understand buyer behavior and engender brand loyalty, and to address consumer needs and clearly communicate Guardsman's position in the premium furniture care market.
"This is a very exciting time for Guardsman as we roll out a new identity and new products, all developed in response to consumer insights," said Stuart Graff, vice president.
"We have a tremendously loyal following," he added. "Our heritage and expertise of almost 100 years gives our customers confidence in our products and services. Now, as a result of our research, we have an even better understanding of consumer needs and are implementing improvements that will allow us to reach an even broader customer base."
The company said it gained insight for the re-branding from Guardsman's furniture protection plan in-home repair services, which gives its furniture care experts one-on-one interactions with more than 150,000 customers annually.
The company said its new look is a more sophisticated graphic identity that communicates superior quality and trust to consumers. Graphics include a regal blue and red color scheme and a redesigned logo that represents the company's core values as a premium brand providing serious furniture care, not basic cleaning.
Newly integrated visual aids communicate the type of furniture each product is for, easing consumer choice, and packaging elements that boast the signature tagline, "Excellence in Furniture Care Since 1915." The new visual identity will be featured across all merchandising channels, including retail displays and the website.
In addition to its regular fare, an expanded product line includes Revitalizing Lemon Oil, Filler Sticks, Fabric First Aid Stain Remover, and Ink Remover Wipe.
The new website at www.Guardsman.com reflects the brand's new identity while boasting increased interactivity and easy navigation, the company said. Officials said the augmented content encourages repeat visits. The site includes in-depth product information, furniture care advice, seasonal tips and local retailer information.
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Guardsman Updates Brand Identity, Website
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