Lamprey Brothers was a well known and established fuel delivery company on the north eastern seaboard of the US. Run by the same family since 1923, by 2010 it had lost focus, with declining customer numbers and an increasingly poor service record, and was sold.
The new owners quickly recognised that the company needed to re-establish its good name in the community, to turnaround negative customer feedback, and revitalise the brand.
We worked with the owners to evaluate perceptions of the company amongst all its stakeholder groups, including staff, industry experts, suppliers, and competitors. We then developed a new positioning for the company, defining its brand and re-energising its offer. The name was updated from Lamprey Brothers to Lamprey Energy – capitalising on existing equity while denoting a new era – and the way the company looked, sounded, and communicated was transformed.
In the three years since the rebrand, and despite two unprecedented warm winters (which saw 25% of their peers go to the wall), Lamprey Energy’s sales have increased by 35% and are still growing. They are now firmly placed as one of the leaders in their industry.
“When we first approached Housebrands we thought we needed a new logo. What we got was far far more . . . after 3 months not only did we understand our company and its brand, so did all our staff. Housebrands gave us the foundation stone from which we could go out into the market and bring our customers first-class quality products and service.
They taught us that if you take care of and protect the brand the brand will take care of you.”
Guy Marshall, President and Owner