As the company approaches its 40th anniversary in 2022, Birkdale has announced a branding refresh across its product ranges. By identifying its series of sub-brands as ‘By Birkdale,’ it will enable the company to clearly present its comprehensive suite of fencing solutions to the market.
Founded as a family-run fencing contractor in 1982, Birkdale has since evolved into a manufacturer and supplier of market-leading gate and fencing accessories throughout the UK and Ireland – solutions developed for fencers by fencers. Despite the company’s evolution, this ethos remains one of Birkdale’s core values, as emphasised by the company’s new brand positioning ‘By Birkdale; Mates who lend you a helping hand’.
Over its history, the company has launched several fencing sub-brands tailored to provide a helping hand to the trade. The company’s brands – GATEMATE®, FENCEMATE® and SITEMATE® – as well as the innovative and stylish DuraPost® galvanised steel fence post system, offer an innovative family of product ranges dedicated to making life easier for fencing contractors. Each brand will retain its current logo that the trade has come to recognise, however this will now be supported by the ‘By Birkdale’ strapline.
To complement the new branding, Birkdale is also launching a new advertising campaign featuring a number of its DuraPost® Trained Installers, to emphasise the company’s commitment to helping its customers, and providing support on every job, just like mates should.
“After undertaking market research over the last six months, it was clear that although many fencing contractors and trade professionals knew our individual sub brands well, and recognised the level of innovation, expertise and approachable customer service associated with those brands, there were many who simply didn’t realise the brand’s connection with Birkdale,” commented Ed Harvey, Group Marketing Director at Birkdale.
“We are gearing up for our 40th anniversary next year and it was time to refine our branding and positioning in line with our evolution as a business. By clearly grouping our brands and product ranges together as a family ‘By Birkdale’, we can increase our customers’ awareness of the full range of fencing solutions and the all-round support we can provide. Everything our customers love about the individual Mates brands, united under Birkdale.”
