Jun 10 2008
Troy Tappenden, founder of kitchen facelift company, Dream Doors, was ecstatic when his six-year-old business brushed aside fierce competition to clinch the coveted Brand Builder of the Year title at the BFA's Franchisor of the Year Awards in Mayfair just two weeks ago.
Over 200 key BFA members attended the Express Newspapers and HSBC Bank sponsored event, held at the Sheraton Park Lane Hotel, and enjoyed a lavish gala luncheon afterwards.
Says Tappenden: "It felt like being at the Oscars. When Sir Bernard Ingham cleared his throat and said: 'and the winner is ...' we were on the edge of our seats. Then when we heard '... Dream Doors', the whole of our table erupted. We couldn't believe our luck."
The panel of judges, however, was more scientific in its appraisal, measuring Dream Doors' performance over the last year against a strict set of criteria in which luck played little part. Says Head of Franchising at HSBC, and one of the judges at the event, Cathryn Hayes: "This award recognises franchisors who have found ways of building and strengthening their brand to benefit their entire franchise network.
"In 2007, Dream Doors appointed a top agency to re-design all of its marketing material, including shop fronts and exhibition stands, to create a consistent and instantly recognisable brand image. This significant investment, plus a more focused approach to brand marketing, has helped drive up group sales by 25 percent in roughly one year -- a fabulous achievement by any standards."
Dream Doors, which now has 20 showrooms across the UK, has made the tough transition from a predominantly home-based business franchise proposition to one that is largely retail-based. This has sharpened the company's competitive edge, and pitted it against some of the UK's mightiest players in the home improvement sector.
Alex Waite, Dream Doors Franchise Recruitment Manager, confirms: "We've worked hard with design agency, Big Fish, to consolidate our branding and ensure its consistency throughout the network. Winning the award rubberstamps the belief we've had in the strength of Dream Doors as a brand name all along. We've dug deep to reach and identify the core philosophy that underpins the company name, and we're satisfied we have a message that permeates every aspect of the business."
He adds: "In my opinion, through hard work, we've taken the brand to a new level, raising awareness across the country, and making our mark at retail level. Importantly, we've also intensified the training for franchisees to ensure that they feel proud of the company, which in turn helps them to convey a positive message to customers. For us, brand is about much more than signs and logos; it's about image and message and ensuring that people are happy with the products and services at every level of the organisation, right down to the showroom floors.
"Now we've won Brand Builder of the Year, the challenge is to maintain and protect that image in perpetuity, and we're confident we can do that."