Building the B2B Brand
B2B audience research revealed that Clayton adjacency—Clayton is the builder behind Lakeside—was one of Lakeside’s highest brand benefits and competitive differentiators.
We updated the brand name to Clayton Park Models—a powerful, crystal clear naming construct pairing Clayton’s solid reputation with the well-known industry classification (Park Models). Next up we delivered a fresh logo, color palette and extended visual identity.
We developed Clayton Park Models’ verbal identity too, immediately employing the new voice to guide internal communications about the brand shift. A move often overlooked or taken for granted, our top priority was to help Clayton clearly communicate this change within their own ecosystem.
The Launch: Brand Strategy, OHCE™ & Beyond
During every step of this work we collaborated with Clayton’s team. We invited them to our office and broke out the sticky notes to plan a B2B audience journey and define marketing moves to successfully meet new prospects at every turn. Step one: Help Clayton Park Models show up big at OHCE™, the Outdoor Hospitality Conference & Expo®.
Finally, The New Website
The new Clayton Park Models website is designed to spotlight community and resort partners—new audiences for the brand. This design decision helps to outwardly clarify the new B2B brand positioning and will help close sales with future prospects.
With all the research that led to this website, Clayton Park Models emerged with a far stronger brand, and far stronger website, than if we had simply refreshed the existing Lakeside site for lead generation, which was the original request. Thankfully, our research led us all down the right path the first time.
