DuraSeal Brand Jordan Stewart February 3, 2023

Point to Point’s Brand Revitalization Process Breathed New Life into a Legacy Building Materials Brand

DuraSeal has served the building materials industry with quality products for over a century

DuraSeal is known as the best stain on the market. As the industry leader in hardwood floor stains and finishes for hardwood flooring contractors, DuraSeal has been serving generations of contractors since 1898. 

As a brand with a strong legacy, DuraSeal relied on its history. But as time evolved, DuraSeal realized that its aging brand was impacting sales.

The Challenge: Modernize a brand to reflect its market-leading status

The DuraSeal brand wasn’t modern enough to connect with today’s generation of hardwood flooring contractors. The brand’s messaging, color palette, and website were outdated and did not demonstrate the brand’s market-leading products, technology, and services.

DuraSeal needed to reinvigorate its brand to connect with hardwood flooring contractors at an emotional level and grow the brand’s share of wallet. This included revisiting the brand’s logo, color palette, and messaging as well as overhauling the website, sales collateral, and product packaging.

The Solution: Preserve the legacy of a heritage brand while bringing it into the 21st century

Point to Point used our brand redevelopment process, starting with qualitative and quantitative audience research, a competitive audit, and stakeholder interviews. The intent was to uncover what the brand could uniquely deliver without diminishing its history. 

The newly-articulated DuraSeal brand purpose and characteristics — including its long heritage — informed the refinement of the brand’s visual portfolio. This included exploring the logo and color palette and reviewing design systems. The updated brand elements were then incorporated into DuraSeal’s product packaging, website design, and sales collateral (brochures, business cards, and sell sheets).

The Results: Improved internal culture and higher sales for the brand

DuraSeal’s brand is now more visually appealing and communicates a more precise value proposition. Now it’s also easier for customers to engage with DuraSeal both on and offline. 

The brand relaunch significantly impacted the sales organization’s culture and rejuvenated the distribution channel. It also convinced hardwood flooring contractors to see DuraSeal differently and generated higher, sustained sales for the brand.

Capabilities used: Brand Redevelopment

Is your building materials brand ready to claim (or reclaim) its position in the market? Let’s talk about how to make that happen.