Signage set for the ERKADO brand

Branding of door joinery and sales-supporting materials using the example of the ERKADO brand

At POLINAL, we provide stickers and labels for use in a wide range of places and for various purposes. These range from logo emblems applied directly to products to domed stickers and labels that support product sales at points of sale.

Let’s check how the ERKADO brand uses our different products to market their interior doors.

Branding of the product

Businesses in the joinery industry have long recognised the importance of branding and its visibility on products. Awareness in this area is steadily growing.

It is becoming standard practice to discreetly mark the side profile of interior doors using durable and highly aesthetic chrome emblems featuring the logo.

Chrome metallic emblems have gained particular recognition in this industry for a reason:

• Emblems are self-adhesive and easy to apply thanks to the transport foil
• Emblem adhesion is great, thanks to the 3M adhesive film
• It can have any shape adapted to the logo
• It can shine or impress with a matte or brushed surface finish
• It comes in gold and copper versions also
• Chrome-coated nickel has such a minimal thickness that the logo will fit into the smallest gaps between the door and the frame
• It looks great on both wooden and painted surfaces

Each time someone opens a door, the manufacturer’s brand can be discreetly and aesthetically displayed, serving as a reminder of the product’s origin. This strengthens brand loyalty and encourages recommendations. In the joinery industry, recommendations are a powerful endorsement, responsible for most sales.

Support of the brand image at points of sale

The standard in the joinery industry is sales through a network of partner showrooms offering a wide range of products from various manufacturers.

Usually, manufacturers themselves prepare the visualisation of such dedicated brand sales spaces. 

The easier customers can access product information in these spaces, the greater their chance of choosing that particular supplier.

Marketing departments of door manufacturers work tirelessly to make these sales spaces more appealing.

Stickers and labels are a quick way to communicate with potential customers. This clear method effectively shares important product information and parameters.

Below is an example of durable raised stickers used in ERKADO showrooms to label display products.

When selecting the right décor for a specific product, sales are supported by samples marked with self-adhesive labels. These labels help customers navigate the wide range of options, often including many variants.

Brand consistency = better customer experience

In every case, the brand has ensured that the customer is exposed to a consistent logo, which always serves as the foundation of the visual identity.

It appears on metal signs, embossed stickers, and labels. Each time, it strengthens the product’s association with the brand and helps customers navigate its world.

The graphic versions of different markings may vary slightly. For example, ERKADO cleverly uses colours to distinguish product lines with different specifications on embossed stickers. The consistent application of these identifiers across all marketing materials ensures that customers can easily understand the available versions and options.

Brands should aim to make purchasing easier for customers in various ways at every point of contact. This will build a positive experience, increase the likelihood of a sale, and encourage recommendations.

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