You may already have noticed: Q-railing has changed its slogan. Instead of ‘Your choice in railing systems’ we now use the phrase ‘The premium brand in railing systems’. Why the change, and what does it mean for you?
Q-railing is one of the most dynamic and fast-growing railing system providers in the world. ‘We want to be the number one railing system supplier in the world,’ explains Andre van Uitert, Sales & Marketing Director at Q-railing. ‘We always strive for higher goals and even more innovative and easy-to-install designs and products. We do so because we want to make high-grade premium designer railings available to a broader public.’ But how best to communicate this? According to Van Uitert, ‘The answer was actually very simple: keep it uncomplicated and straightforward; be clear in saying who you are. We are Q-railing, the premium brand in railing systems.’
Vision The new slogan did not appear out of thin air. Q-railing already used ‘The premium brand in railing systems’ as the brand’s official ‘vision’. Van Uitert: ‘Although we are a believer in flexibility and like to keep an open mind, being a premium brand requires a clear strategy. At a certain point you grow so rapidly and extensively that you need to write down your goals and ways of achieving them in a vision and mission statement. And from there you derive your pay-off and other marketing communication messages.’
That is what Q-railing has done with ‘The premium brand in railing systems’. Having previously been the company’s vision statement, it is now both a vision and a promise to customers, suppliers and other contacts. Will this change anything? ‘No,’ says Van Uitert. ‘It is just a clearer promise of what we have to offer. We will keep innovating, we will continue to learn, and hopefully this will move us forward even more. So installers, architects, contractors, but also suppliers and other parties can count on us, just as they could before.’
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