Swimart has unveiled its new logo and a three-year rebrand strategy, heralding an exciting phase for the 36-year-old pool and spa franchisor.
It all started a year ago as a business and marketing audit a year and culminated in a clear vision to cement Swimart’s position as a category leader.
Executive officer Rick Graham, marketing manager Nathan Hallahan and franchise development manager Alex Johnson, spearheaded the initiative.
What started as a single pool retail store in the Sydney suburb of Killara in 1983 has grown into 75 franchise outlets across Australia and New Zealand, and a fleet of more than 250 mobile service vans.
“After 36 years, we know everything there is to know about pools and spas – and that’s why we make pool care easy,” says Hallahan. “Swimart sells pool and spa solutions, from an extensive range of supplies and chemicals, to trusted pool services and advice. And while the brand is well-known, we knew it was time to evolve.”
Customer research insights fuel Swimart rebrand
Swimart started the re-branding process last year by conducting research into the personality types of its current and future customers. The goal was to better understand what types of customers were attracted to the brand, as it would then give the franchisor valuable insights into why they behave the way they do.
“The data has since given direction to all brand cues including instore design and layout, staff training, website and social media, category treatments, and all aspects of customer interaction,” explains Hallahan.
Analysing the customer pathway proved invaluable too, delivering insights into appropriate marketing campaigns and spend.
Brand strategy audit with industry leaders
Swimart’s executive team held a brand strategy meeting early in 2019 to gain a deeper insight into one simple yet critical question: why does Swimart exist? The firm invited a mix of franchise partners, product suppliers and agency associates.
“We got down to the nitty gritty, like ascertaining who the “real” Swimart customer is (the one who takes responsibility for the pool as opposed to the one who is responsible for the pool),” Hallahan explains.
“We talked about category tensions (unhealthy water) and barriers (complex chemical interactions and product information) and what it is that Swimart sells (ultimately, peace of mind).”
The brand strategy meeting included a workshop session on the company’s marketing assets and the journey a brand takes.
“It was an eye-opening experience for everyone where we ultimately came to a single-minded proposition about the brand. This became the foundation for what the brand has and will continue to evolve into,” he says.
Defining the business purpose
Swimart also concluded that it is not in the pool business but the water business. “There is a powerful simplicity in the molecular make-up of water,” says Hallahan. “Water doesn’t lie.”
Hallahan says this is an exciting time in the brand’s life cycle.
“We’re investing in the brand for future growth and working as one network on a strategy totally focused on the customer needs, so they can love life in their pool, which is great for anyone looking to become part of Swimart’s franchise family,” he says.