Established in 1948, Birchwood Casey’s Vision is to provide innovative products and services to hunters and shooters, and to preserve outdoor traditions and enhance the shooting sport for future generations. Their distribution strategy included mass merchandisers, big box, buying groups, distributors, eCommerce, shooting ranges, and law & military.
In order to achieve its growth plans, the leadership of Birchwood Casey engaged Stellus Consulting in 2019 to guide a cross-functional team in developing a Brand Strategy that would build a strong relationship with Target Customers. The objective of a Brand Strategy is to create a Brand Promise that, when effectively expressed in the marketplace, will result in profitable organic growth, i.e., more customers buying more Birchwood Casey products and services more often.
We began by interviewing current and potential customers in order to understand their perceptions of Birchwood Casey and competitors. We then fielded quantitative online research to further probe learnings from these interviews Next, we uncovered the underlying needs and motivations of these current and potential customers and determined how we wanted the Birchwood Casey brand to evolve in the future. We then created a Brand Promise that was compelling, believable, and distinct in order to drive growth that was consistent with the Birchwood Casey Business Strategy. By doing so, Birchwood Casey was confident it could develop more effective and efficient plans to accelerate and sustain profitable organic growth.
- Jess Benson, Senior Product Developer
- Todd Binsfeld, Vice President of Sales and Marketing
- Paul Griffiths, CEO
- Eric Miller, Brand Manager
- Derek Perlich, Digital/eCommerce Manager
- Chad Nelson, Graphic Designer
- Ben Johnson, Product Development Manager
- Ray Tolliver, Product Development