A strong and well defined brand is the foundation on which companies can build a successful future. A brand is more than just a logo or a name; it is an identity, a story.

A unique and solid brand is not something that can be created in a day. It takes time, effort, and dedication to develop a distinctive identity. However, the rewards of such an identity are profound. This foundation will significantly help the company achieve its goals and build a successful future.

The Birth of an Identity

The journey began when the executives of the company that would later be known as Anchored Steel contacted The Recipe. They wanted an identity, something that echoed their values of quality, strength, and longevity. It wasn’t just about a flashy logo or a catchy tagline; it was about authenticity.

Our creative team considered many options, but the name “Anchored Steel” was carefully selected. It was more than just a name; it was a promise – a commitment to providing strong and dependable products. 

While many brands fall short of delivering on their promises, Anchored Steel is an exception. Our strategic brand identity didn’t just sound good on paper, it was vital in communicating their brand promise to the market, allowing them to quickly establish themselves in New Zealand’s steel structure industry.

The logo, a stylized anchor, was basic yet symbolic of strength and stability, the very essence of what the company wanted and needed to represent.

Colours play a significant role in how a brand is perceived. For Anchored Steel, grey represented strength and professionalism, while green highlighted growth and a touch of eco-friendliness.

Performance Marketing and Anchored Steel

Anchored Steel, with a new brand identity, had a vision to reach people who needed industrial steel sheds, especially those with spaces exceeding 384 square metres. The focus was clear, and the strategy was set.

Anchored Steel decided to target potential customers in the Waikato district. They used a mix of Google Ads and Facebook Ads to ensure that they were visible where their customers were. But it wasn’t just about visibility; it was about engagement. The landing page was designed to provide visitors with the information they needed to let them know that Anchored Steel IS the right company for them.

The results spoke for themselves:

Anchored Steel’s website was visited by a massive 27,920 unique visitors. People were not just browsing; they spent an average of 3 minutes and 8 seconds on the site. Mobile users led the way, accounting for 75% of the traffic, which emphasises the shift towards mobile browsing.

Anchored Steel started to receive a large number of leads through various channels, including website forms, phone calls, emails, and even ebook downloads from a Facebook campaign. This allowed them to connect with interested customers.

Several factors made this campaign shine:

• Diverse channels reached a wide audience.
• The emphasis on user experience.
• Using precise keywords and ad copy to engage the right audience.
• Continuous monitoring and adjustments ensured efficiency.

Our Performance Marketing plays a critical role in converting brand promises into tangible results. It’s one thing to have a captivating story and another to place that story directly in front of the right audience. For Anchored Steel, the essence of performance marketing wasn’t merely about generating visibility but about driving meaningful engagement.