Like many businesses, 2020 gave the team at Barum & Dewar the opportunity to reflect and review who we are as a business, where we want to go and look at what we need to do to get there. Part of this was a review of our brand and market positioning, which proved to be a useful exercise for the team to work on together to ensure alignment and understanding across our business.

To begin the exercise we engaged an independent firm to complete a customer research programme. At Barum & Dewar we have always been a customer focused business so it was imperative that our starting point for any review was our customers. In-depth one to one interviews of a representative sample were completed and the feedback was presented back to the team anonymously. The exercise was hugely valuable and required us to take a step back to look at our business from a client point of view, the results of which informed the refinement of our brand and new brand proposition.

Our customers, suppliers and team know our company values play an important role in how we run and do business, therefore, it was important that they remained the keystone of our brand and anything we did was built upon them. What became very clear from the customer feedback was the different way in which Barum & Dewar work with our customers. Quotes such as “They are my go-to company” and “I can always trust them to deliver” were particularly encouraging for the team and I.

Having reviewed the feedback and following a team workshop our new brand proposition was developed- Partners in Product Protection. The statement sums up the relationship we as a business want to have with our customers and most importantly it has been validated by them too. The Barum & Dewar team is committed to continually go above and beyond for our customers and our dedicated client service ethos ensure we approach any customer challenge with progressive thinking to deliver product confidence.

Taking the time to invest in our own business has been an excellent and worthwhile experience for the team and I. Our new brand and positioning is only a part of our future, but it’s one that I look forward to as the business and our team continues to grow and progress.

David Frame, Managing Director