Case Study: Cornerstone Building Brands evolves Simonton’s brand with Bailey Brand Consulting

Cornerstone Building Brands evolves Simonton over 75 years with Bailey Brand Consulting

Bailey Brand Consulting partnered with Cornerstone Building Brands to address a challenge facing its historic Simonton Windows & Doors brand. The vendor was engaged to conduct a comprehensive market analysis and segmentation study to holistically understand the residential windows category. The goal was to evolve the Simonton brand to better align with the needs of its diverse customers, including homeowners, builders, and contractors.

The solution involved Bailey conducting exhaustive research to define a new positioning strategy, which included dropping a parent brand endorsement for more precise market alignment. Bailey rebuilt the brand from the ground up, developing a new visual identity with a redesigned logo, key messaging, and an all-new website. The results were rolled out through a wide range of media, including a brand essence video and comprehensive playbook, successfully reintroducing the refreshed brand to all key stakeholders.

Cornerstone Building Brands