DIY is there for everyone: Creating a global brand identity for PARKSIDE

Building a global brand requires strategic thinking and innovation – PARKSIDE, our independent brand for DIY tools, has come a long way since its inception in 1996. With customers in over 30 countries, the PARKSIDE global identity has developed over time to reflect the brand’s commitment to quality, affordability, and accessibility.    

Developing a brand identity is a complex process that requires different stakeholders to work together. Many different creative visions from specialist departments came together to form the brand’s identity today. Nicole Tomalla, Team Lead of Brand Strategy at PARKSIDE, says that PARKSIDE should always represent three key values: safety, enthusiasm, and a pioneering spirit. Customer feedback and market insights were crucial in ensuring alignment with the brand's values and vision. Throughout the years, transitioning from an own brand to an independent brand allowed greater creativity and flexibility in shaping the brand identity and strategy.  PARKSIDE aims to be a reliable partner for any garden, workshop, building, and renovation project, offering high-quality products and always for the best price. It is crucial that this messaging is reflected in the brand’s global identity. 🌍

Communicating the values and messages of PARKSIDE internationally can be challenging.  To understand different markets’ needs, the PARKSIDE team conducted quality and trust surveys across various countries to gain insights into local preferences and expectations. Therefore, a universal and simple brand identity was developed to meet the needs of each market and to achieve cohesive messaging across the globe. The PARKSIDE commitment to quality and affordability now distinguishes it from competitors, along with its youthful and dynamic brand identity, making it a fresh and accessible choice in the market. Nicole explains that it is important to showcase in the brand messaging and campaigns not only a diverse array of DIY enthusiasts but to also break stereotypical images of men and women. The PARKSIDE brand stands for equality; anyone is just as capable as the next person to realize their own DIY projects, whether in the workshop or the garden. 🌳

Creative campaigns and content are instrumental in bringing the PARKSIDE global brand identity to life. Last year, PARKSIDE launched a global campaign featuring Arnold Schwarzenegger. With the existing brand slogan “You Got This!” PARKSIDE brought their brand values to a wide audience using self-irony and humor: "We felt Arnold was an ideal match for our brand because of his diverse life experiences and can-do attitude. He constantly takes on new challenges that have led him on an exciting life journey. We aimed to align our brand with the values he embodies but with a touch of humor", says Florian Walz, Team Lead of Content at PARKSIDE. Florian oversees the management of the PARKSIDE social media channels across the eight Lidl online shop countries where PARKSIDE products are available. The campaign involved collaboration with different agencies and also marketing teams in each Lidl country, ensuring alignment with international brand guidelines while accommodating local preferences and regulations. PARKSIDE content should always be planned and developed to enhance the brand's experiential value and to engage a diverse audience. 🛠️

Looking ahead, PARKSIDE aims to foster greater community engagement and inclusivity through brand identity, campaigns, and content, building an active online community where customers can exchange ideas, share experiences, and connect with the brand on a deeper level. As the brand continues to grow internationally, the universal language of DIY will remain its key connecting element across diverse markets and cultures. 💚

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