In a crowded market and uncertain economy, a clear and consistent brand helps customers remember you—and choose you over competitors. Here are four simple ways to use the latest branding insights in your sales, marketing, and company image.
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1. Be Visually Consistent
Top brands like Apple use the same colours, fonts, and style everywhere—on their website, in ads, and in stores. For our industry, this means:
• Sales: Use the same logo and colour scheme on your pitch decks and quotes. When a customer sees your signature green and white, they know it’s you at a glance.
• Marketing: Keep your social-media posts, brochures, and trade-show banners in one style. This repetition makes your brand easy to spot.
• Branding: Create a simple brand guide (logo sizes, colours, fonts) and share it with everyone on your team. Consistency builds trust. 
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2. Show Third-Party Proof
Customers trust outside endorsements. In glazing and fenestration, you can:
• Sales: Mention any industry awards or certifications in your conversations. “We are ISO 9001 certified—that means high quality every time.”
• Marketing: Feature star ratings and real customer quotes on your website: “I saved €150 a year on heating!” Place these on your home page and in email newsletters.
• Branding: Add a “Trusted Partner” badge from your trade association to all your materials. With 92 % of consumers reading reviews before buying, social proof is gold. 
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3. Build Personal Brands
When leaders share expertise, the whole company benefits. To do this:
• Sales: Have your director send a short, friendly email introducing themselves and offering a site visit. A personal touch feels more human.
• Marketing: Post weekly LinkedIn updates showing behind-the-scenes work—like a time-lapse of window assembly. Keep the language simple so readers connect easily.
• Branding: Film short videos of your founder explaining why quality matters. Authentic stories make your brand memorable. 
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4. Partner with Influencers
Working with respected experts boosts your reach:
• Sales: Invite a well-known architect or energy consultant to co-host a webinar on “Choosing the Right Glazing.” Their name adds instant credibility.
• Marketing: Share case studies on Instagram featuring projects by recognised installers who use your products. Tag their accounts to reach new followers.
• Branding: Add quotes from industry figures on your brochure cover: “These doors pass the toughest weather tests.” This “influencer endorsement” helps cut through the noise. 
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Conclusion
Strong branding is not just about looking good. It’s about being consistent, earning trust, and making real connections. By applying these ideas—consistent visuals, social proof, personal leadership, and influencer partnerships—you’ll make your windows and doors stand out, improve sales, and grow a lasting brand.
Source: Andrew Scott, “Strong branding drives business success,” Windows Active Magazine (10 March 2025)