Doykin 98 had full wood processing capabilities: drying, cutting, milling, impregnation, and delivery. But they were seen as just another timber yard competing on price with every other supplier.
They wanted to attract builders and furniture makers who needed custom work and quality materials. But their message as a "wood products company" made it hard to stand out and charge for their full range of services.
When customers needed wood for projects, they'd get quotes from 4-5 suppliers who all looked the same. Most would only sell raw lumber. Doykin was offering complete processing but wasn't getting paid for the extra value.
The company was doing good work with quality materials, but the message didn't show why customers should choose them over cheaper options that only sell basic timber.
Before working together, Doykin 98 had:
- Generic message as "wood products supplier"
- No clear difference from basic timber yards
- Focus on what they sell, not what problems they solve
Now Doykin 98 has:
- Clear message as "Full-Service Wood Processing Partner"
- 35% more leads from furniture makers and custom builders
- Nearly doubled average order value
We created a complete brand strategy for them which included:
- Clear position as end-to-end processing specialists
- Messaging that shows their complete service range
- Customer path for custom and complex wood projects
Doykin 98 now has:
- Better margins on processed materials (25% higher profit)
- Customers who come for custom work, not just raw lumber
- Less price fighting with basic timber suppliers
SharkStrat rebuilt our entire brand strategy. We've closed three furniture maker contracts since then at full price. The whole dynamic changed. Now, clients come to us because they want our full service, not because we're cheap.
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