Gareth Busson, founder of F-X-IT and creator of the F-X-IT Brand Reset, explains why many window & door companies sound the same – and how to get back on track
This industry is full of strong businesses with good products. But many fall into the same trap: marketing that all looks and sounds the same.
Brochures full of stock imagery, that promise the best quality, guaranteed reliability, and unbeatable service. Websites built from the same templates. Social feeds zero personality and little engagement. And sales pitches that customers have heard dozens of times before.
When buyers can’t tell the difference, they default to price. And that’s why so many companies with better products still lose out to cheaper competitors.
How we found a different way
When I joined a well-known door manufacturer, it was a challenger brand in a crowded market. At the time, the GRP slab dominated the landscape, but we took a different route with our timber variant. Before long, the market noticed how successful (and profitable) we were and soon other timber alternatives appeared.
We had a great product, great people, and a great operation, but that meant nothing to the consumer. They just saw a door.
Under those conditions, it would have been easy to start competing on cost. Instead, the business chose to compete on ‘what the product would mean to people’.
We identified the real decision-maker – the person whose opinion truly drove the purchase. Then we built a campaign that reframed the product around identity and emotion, connecting with buyers on a deeper level.
The campaign ran across social, digital, and TV – on a very modest budget. On YouTube, the message landed before the skip button. On social, the content stopped people scrolling. And on TV, it planted the brand in living rooms nationwide.
The result?
- 7,500 leads per month
- Triple-digit growth
- Over 5 million online views
- Installers asking for the product by it’s brand name
- Homeowners walking into showrooms already sold
That success didn’t come from a glossy strapline. It came from clarity, focus, and a creative hook aimed squarely at the decision-maker’s heart.
The risk of playing safe
Many firms play it safe. They polish brochures, refresh websites, and launch campaigns full of familiar promises.
But safe doesn’t sell. Safe is generic. And it pushes you into price wars that you don’t want to fight.
Why it matters now
The market is tough, margins are squeezed, and buyers need stronger reasons to care. If your brand doesn’t stand out – and fast – it risks getting ignored.
In this climate, distinctiveness isn’t optional. It’s a survival strategy.
The F-X-IT approach
Since leaving the corporate world, I’ve developed a model for SMEs who are tired of blending in.
It’s called The F-X-IT Brand Reset – a one-day workshop where we strip out generic messaging and rebuild a sharper, bolder brand story that buyers notice and act upon.
In one day, we:
- Audit your brand and marketing against competitors
- Identify your real decision-maker and how to reach them
- Create messaging and hooks that stick in buyers’ heads
- Hand you a 90-day action plan your team can run without expensive retainers
No jargon. No fluff. Just clarity, creativity, and cut-through.
The bottom line
Window and door companies don’t lose leads because their products aren’t good enough. They lose because their branding and messaging doesn’t cut through.
Change that, get into people’s hearts, and customers will start choosing you before the price conversation even enters their mind.
About the author
Gareth Busson is the founder of F-X-IT and creator of the F-X-IT Brand Reset – a one-day workshop designed to help SMEs strip back brand noise and rebuild with clarity, personality, and messaging that truly engages. For more information get in touch at [email protected]
