Orgill’s Brand Building Team Fuels Dealer Growth

To help provide the scale and assistance retailers need in developing and communicating their unique brands, Orgill offers its customers access to a range of brand-building tools, from easy-to-use, menu-driven toolboxes to a complete team of brand-building professionals ready to offer guidance. 

Orgill encourages retailers to lean into the elements of their operation that make them truly unique within their market and use these elements to develop and cultivate their brands on the local level. 

“One of the main advantages independent retailers have over national competitors is that they know their markets better than anyone and they have a distinct value proposition built around the markets they serve,” says Boyden Moore, Orgill president and CEO. “Research shows that shoppers are more likely to respond to a local retailer’s brand than any national brand. So, we want to help them develop that unique brand and make sure that it is resonating within their trading area.”

The branding tools that Orgill provides are menu-driven with no mandatory commitments or national brand standards retailers must use. 

“We want to make a variety of resources available to our customers and help guide them to tools that will be right for them, given their particular needs,” says Tony Foy, Tyndale Advisors marketing director. “When it comes to branding, this might mean something as basic as help with consistent in-store signage or advertising design, while others may need help in completely developing their brand, refreshing their salesfloors, designing a new logo or more. Whatever they need, we have them covered.”

Orgill’s menu of branding tools for retailers ranges from monthly planning guides, which are free to all customers, to more one-on-one consultative brand development with its experienced team of brand professionals. The toolbox of branding resources includes model circulars, social media posts, event ideas and merchandising solutions, including promotional end cap options with signage.

“We want to make a range of tools available that are designed to provide whatever level of support a retailer might need from simple help developing a consistent branding image across social media and circulars to an in-depth consultation on how best to cultivate and push out a new brand to customers,” says Fred Arthur, Orgill’s brand building manager. 

Another tool available from Orgill is BrandBase, an integrated marketing software platform that includes a variety of templated assets, including shelf talkers, flyers, social media posts and more that allow retailers to add their branding elements and easily create marketing pieces customized to their unique identities. 

“All of our model content is created to be seasonally relevant and drive foot traffic, increase visibility and support in-store promotions,” Arthur says. “We’re always asking the fundamental question: ‘Will this help our customers succeed?’ Trends will change, platforms will change, but our purpose won’t. Today and tomorrow, everything we do is about making our customers successful.”

A Complete Branding Solution

Orgill provides additional full-service options for retailers seeking deeper insights into enhancing their local brand. Tyndale Advisors, a wholly owned subsidiary specializing in retail management and operational services, offers a comprehensive range of high-level branding services.

“When you look at the variety of resources we can offer a retailer either through our own Brand Building Team or the experts at Tyndale Advisors, we are well positioned to help customers of all shapes and sizes when it comes to meeting their branding needs,” says Jim Rivas, president of Tyndale Advisors. “We have the ability to walk them through every facet of a branding conversation from development to implementation. What’s more important is we have the team and the tools to help them make sure this brand resonates throughout their entire operation—the sales floor, online and in marketing and advertising. We’re helping dealers tell their own stories in their own communities; everything we do is about supporting their individual stores’ success.” 

Orgill’s Branding Building team is also a consultative partner. Team members offer strategy sessions, one-on-one coaching and personalized support to dealers at Dealer Markets and throughout the year.

“That human connection makes all the difference,” Arthur says. “Whatever level of support a customer needs, we are here to provide it. We have the tools, the assets and the professional team members to help them with every step in their branding journey.”

In addition to helping customers with their existing branding efforts, Orgill’s branding professionals also examine how new communication methods, trends and other developments can impact their businesses. 

“You can hand someone a flyer or help them build a plan,” Foy says. “Our role is to help dealers connect marketing efforts to actual business outcomes. That’s how we bring our vision to life.”

The Brand Building team continues to evolve, exploring digital-first strategies, data-driven insights, marketing automation and omnichannel tools. The focus remains clear and rooted in Orgill’s mission to help dealers succeed.

“Trends will change, platforms will change,” Arthur says. “But our purpose won’t. Today and tomorrow, everything we do is about making our customers successful.”