What do you do when 38 years of experience still isn’t enough?
Banbury Lane had 38 years in high-end architectural hardware. Solid reputation. Deep expertise. But architects and designers were calling them after doors were already specified. When it's about price, not partnership.
The Problem
Architects and designers called Banbury Lane after doors were already specified. By then, it's a price conversation, not a partnership one. The team knew they could bring real value earlier—at the design phase when it actually matters—but the market had them pegged as a supplier, not a strategic partner.
Cameron's team couldn't articulate what made them different from the five other hardware suppliers saying the same thing: "We provide quality hardware."
That's the positioning trap. Expertise doesn't matter if the market can't see why they should call you first.
What We Built Together
The work wasn't about creating a new brand identity or rewriting their story. It was about positioning what they already did—in a way their market could actually understand.
Market positioning
We repositioned them as project partners who show up when entryways are being drawn, not when doors are already installed. That timing shift—moving them 9-12 months earlier in the buyer cycle—changed everything.
Content that works
They started shifting their video series into a podcast that connects them to their target audience at the right time. Educational content instead of promotional.
Stories that resonate
They rewrote how they talk about their work—fresh narratives that connect with their audience instead of generic supplier talk.
Systems the team could use:
We built processes Cameron and his team could actually execute. Role-played scenarios to test language before rolling it out. Identified what would work operationally before we committed to it. Weekly check-ins with clear action items so positioning lived in their work, not in a deck.
What Changed
Trade sign-ups increased. More people in their target market finding them through their website and the positioning shift.
The positioning actually worked. Instead of explaining what they do, prospects understood it. The market moved from "just another supplier" to "the people we call early."
Cameron had direction on building marketing infrastructure. He could focus on what he does best while having guidance on bringing in marketing talent and partnerships that could amplify the positioning.
Why this mattered
Banbury Lane had all the ingredients. Decades of expertise. Solid team. Good reputation. What was missing was clarity on how to position those strengths in a way their market could see.
Once that shifted, everything else followed. Earlier in the cycle. Better conversations. Different margin dynamics.
The Real Insight
Most established businesses with solid expertise hit the same wall. They're good at what they do. Prospects know them. But the market puts them in a box—and they can't seem to break out of it.
The fix isn't reinvention. It's positioning what they already have in a way their market actually understands.
When that clicks, the business changes.
If that sounds like your situation, let's talk about what that positioning looks like for you.
