SOLIDOR
Brand Strategy

CONTEXT

Who is Solidor?

Solidor is a leading UK manufacturer of premium composite doors, renowned for its focus on combining security, energy efficiency, and style. Its doors are constructed with a solid timber core, providing durability and enhanced thermal performance, along with a wide range of customisable designs and finishes.

Market Opportunity

The door sector remains a largely commoditised market with relatively low awareness of different brands. In difficult market conditions this creates a significant challenge to Solidor’s premium price point. In addition to this, Solidor sells through a network of installers. Consequently, the brand loses both visibility and control of the purchase journey at the consideration stage.

The Brief

Revitalise the brand position and build both salience and demand from UK homeowners. Re-imagine the purchase journey for both customers and installers in order to deliver a consistent branded experience from start to finish.

DIAGNOSIS

In order to position the brand successfully we needed to orientate ourselves in the market and truly understand what drives consumers to purchase a door.

We uncovered two key insights:

1. For lots of customers a door is a functional item. An ingredient that just needs to do what it is there to do. Practical and relatable to their circumstances. It is also a reflection of attitudes to style/expression. Customers want a door that fits in with the street they live on or is appropriate to the style of their home. As one customer put it: “I want something that fits the area”

2. For lots of customers, the door is an opportunity to truly express their style. To configure something that is unique to them. They want something special. As one customer said: “I need a colour that’s not already on the road” We needed a strategy that would bring these two thoughts together into a single motivating concept.

STRATEGY

We celebrate being house proud, expressing our brand as an attitude:

Brand Attitude:

Proud to fit in. Proud to stand out.

This attitude reflects our belief that everyone can take pride in their home. Pride is the feeling we want customers to associate with their doors and homes—and with us as a brand. We will show that for us, a door is more than a commodity; it’s a statement of identity.

As one customer said: “I want something of me on the outside—a personal touch!”

Pride is visible and starts at your front door. We help customers feel proud at an accessible price—offering maximum impact for minimal cost compared to other home improvements. Ultimately, we will show we care because our customers care: “I don’t want to be the one to let the road down.”

Emotional Attributes

House proud
This is me
I’m home

Functional Attributes

We configure, you customise
Made and fitted locally
Maximum impact for minimal cost

TACTICS

Based on the revitalised brand position we identified a set of foundational tactics to move the brand forward. We are working with Solidor and partners to deliver the tactics, which will culminate in a brand launch.

Sharp & Co delivered the following: