Building Plastics becomes Building Shutter Systems

"The times they are a-changin'

˝The times they are a-changin', Bob Dylan sang in 1964. And nothing appears to have changed, because times are still changing. Exactly that is the reason BUILDING Plastics is now going through life without Plastics and with a new logo. 

The family business with headquarters in Nokere near Waregem has for years been one of the leading specialists in the production of slats and profiles for roller shutters, roller gates and swimming pool covers. Recently screens have also been added to the delivery program. 

In recent years, production has concentrated mainly on aluminum and plastics processing has been in decline. "With the declining demand for PVC in the market, 'Plastics' in our company name no longer represented our main activity," said CEO Thibaut Suys. "That's why the adjustment of our name and brand identity. Incidentally, our employees and customers were important in making a well-considered decision on this." 

A new flag that covers the load
The new name BUILDING Shutter Systems goes hand in hand with a changed sales and marketing strategy. "Until now, our focus was mainly on professional customers," said Femke Desmet, responsible for marketing at BUILDING Shutter Systems. "That works perfectly for abroad, where we only sell slats, profiles and components that are processed by our customers into finished products. But on the Belgian home market, we also sell complete products through distributors and installers, so we also have to target the end customer. Even then, Plastics no longer fits into the picture, because for the consumer who buys an aluminum roller shutter, it is after all confusing." 

"So breaking away from 'Plastics' was obvious," adds Thibaut Suys. "Just as much as we wanted to keep 'BUILDING'. After all, our professional customers at home and abroad usually call us BUILDING, without 'Plastics.' Moreover, BUILDING refers to our company history and the values we stand for." 

The payoff 'Shutter Systems' is the new flag that hits the mark. "Shutters, screens and roller shutters can be placed perfectly under this and it even offers room for expansion of the range," says Femke Desmet. "The look and feel of the logo is timeless and simple," adds Thibaut Suys. "We are a future-oriented company, but with both feet on the ground. That's what we want to convey with our new identity. We chose a logo that can grow with us into the future." 

CEO Thibaut Suys of BUILDING Shutter Systems: "Even more important than a new name, are the values you put first as a company."

Showing color
It used to be crystal clear: BUILDING Plastics only sold directly to professionals. That meant a unified marketing approach. "Now we supply different target groups," Femke Desmet notes. "For BUILDING Shutter Systems, communicating towards end consumers is a new direction. Even though we do not sell directly to the individual, we want to address him in his own language. This is why we have given our various product groups their own logo and color, with which we can communicate clearly in brochures and on the website, for example." 

= Orange - Stands in front of the sun, so very suitable for screens represent.
= Green - Stands for peace and harmony, perfect for shutters which should provide security and privacy.
= Red - A solid but warm color. Represents rolling gates, strong, safe and protective to keep the warm feeling in the house.
= Blue - Stands for stability. Solid relationships with manufacturers around the world have been established and built since 1973. They rely on the profiles and components for processing into finished products. 

What's in a name...
"Even more important than a new name, are the values you put first as a company," Thibaut Suys believes. "As BUILDING Shutter Systems, we continue to position ourselves as a Belgian specialist in aluminum and plastic slats and profiles. For 45 years we have been proud of our Belgian roots and our status as the only manufacturer in our country with all production - profiling, extrusion and environmentally friendly powder coating - in-house. For example, we are the only one to durably powder coat roller shutter armor in any RAL color." 

Sustainability is an important value for BUILDING Shutter Systems, not only in terms of products, but for the entire organization. For example, the company building in Nokere is equipped with solar panels. "Quality, customer orientation and a dynamic and down-to-earth approach are the other fundamental values we put first," said Thibaut Suys. "We are attentive to our customers' needs and strive to provide the best possible service with an experienced and dynamic team. To continue to meet the highest standards of comfort, safety and energy efficiency, we continue to invest in research and development." 

A new year, a new start
Over the past year, the necessary preparations for the rebranding have been made behind the scenes at Nokere. This included developing new documentation, deploying online marketing tools and building a solid network of partners. "The seeds have been planted," says Femke Desmet. "We hope to see them blossom in the next year. Among other things, we will be launching our new website in early 2019, and the Belgian version will be very much consumer-oriented, with useful tips & tricks for arriving at the right choice of product." 

Important on the site is the dealer locator where the preferred partners of BUILDING Shutter Systems can be found. "These 'local heroes' represent our brand and product range to consumers," emphasizes Thibaut Suys. "The dealers are experienced and have the necessary expertise. They each have a specific region in Belgium, with a showroom where our products can be experienced." 

"There are still some things to come," Suys concludes. "A webshop, for example, which will be launched in the course of 2019. Our professional customers can easily order parts and profiles there, which will make the order flow user-friendly and automated. In addition, we hope that our revamped image will help us with personnel recruitment, because professionals are scarce in our region. So we have a lot of exciting business ahead of us."     

Text: Thijs Pubben    Image: BUILDING Shutter Systems