Developing a brand strategy is not just the up-front analysis and positioning, it is a process that requires a wide perspective and constant maintenance. At Buster Creative, we utilize this five step process to help our clients develop, execute and maintain a successful brand.

When Paslode came to Buster Creative to develop a program to launch a new product, our primary goal was to create an identity that was consistent across all of the components of the product launch and compatible with their existing brand standards. Working closely with Paslode, we developed a brand identity for the tool that was straightforward, concise and targeted to their narrow audience.

The second generation air-powered tool being introduced by Paslode, designed for fastening metal connectors to wood framing in residential construction, was destined for distribution at warehouse stores as well as specialty distributors. It was imperative that all of the marketing materials be able communicate the product's value proposition effectively since major retailers such as Home Depot and Lowe's do not allow customized promotions at the point of purchase.

Research showed that the typical purchaser would be a small contractor or individual workman so it was essential to convey the features and benefits of the tool quickly and in a consistent manner across all media using simple language and imagery. While the tool had many improvements over the existing nail gun and its competitors offerings, only three main product attributes were emphasized for simplicity: Compact, Lightweight and Durable.

Starting with product packaging, we created visual cues to indicate this tool's specialized function: We incorporated a galvanized steel band and emphasized the unique productivity-enhancing tool tip in all of the collateral. Using application photography to enhance the brand message we were able to create powerful and effective messaging.