Demon Pressure Washers
Sector
Service
Partnership
Support
- Marketing Strategy
- Brand Development
- Marketing Infrastructure
- Communications
- Content Creation & Campaign planning
- Events & Exhibitions
- PR & Industry Engagement
- Outsourced Marketing Management
Giving Demon a Brand as Powerful as the Machines Themselves
Demon Pressure Washers has been designing and manufacturing industrial pressure washers in Devon for decades. Originally established in 1964, the business evolved from construction equipment into becoming a respected manufacturer of powerful, reliable and innovative pressure washers, supplying dealers and customers across the UK and beyond. Their machines are known for being built to last, manufactured in the UK and engineered to perform in some of the toughest environments imaginable.
While the products had earned a strong reputation within the industry, the brand hadn't evolved at the same pace as the business itself. Demon approached Fruit looking for a marketing partner that could help create a stronger brand identity, a clearer market proposition and a strategic marketing function capable of supporting ambitious growth plans.
They weren't looking for marketing fluff. They wanted a practical, commercially focused approach that reflected exactly who they are: straightforward, dependable and serious about performance.
The Challenge
Demon had a great product, a loyal customer base and a strong heritage, but the business lacked many of the foundations needed to support modern marketing and long-term growth.
There were no formal brand guidelines, limited marketing collateral, inconsistent visual branding, no CRM system and very little supporting infrastructure to effectively nurture customers and prospects. With no marketing function or leader, marketing activity was happening in pockets rather than following a clear strategic plan.
The business also recognised an opportunity to communicate its points of difference more effectively. From UK manufacturing and market-leading E battery technology to specialist salt-water pressure washers and product innovation, Demon had a compelling story to tell. The challenge was packaging that story into a proposition, brand and customer experience that both customers and employees could confidently stand behind.
Alongside this sat a clear commercial objective: increase awareness, generate more enquiries, support dealer networks and drive future business growth.
“Fruit took the time to really understand our business, our products and what makes Demon different. They’ve helped us create a stronger brand, a clearer proposition and the marketing foundations we needed to support future growth. More than that, they’ve become a trusted extension of our team, bringing strategic thinking, practical advice and plenty of energy to everything they do.”
“Fruit took the time to really understand our business, our products and what makes Demon different. They’ve helped us create a stronger brand, a clearer proposition and the marketing foundations we needed to support future growth. More than that, they’ve become a trusted extension of our team, bringing strategic thinking, practical advice and plenty of energy to everything they do.”
Our Solution
The Approach
Fruit began by getting under the skin of the business.
Through a discovery day and stakeholder workshops, site visits and a detailed review of the existing customer journey, we worked closely with the leadership team to understand not just what Demon manufactured, but what made the business different.
From there, we developed a strategic 12 month marketing plan built around four key areas:
- Brand development and positioning
- Marketing infrastructure and systems
- Communications and customer experience
- Brand Awareness, lead generation and business growth
At the heart of the project was the creation of a new brand identity that better reflected the strength, reliability and no-nonsense attitude of the Demon product range. Alongside this, we developed a clear brand proposition, distinctive tone of voice and comprehensive brand guidelines to ensure consistency across every customer touchpoint.
The goal was simple: create a brand and marketing operation as strong and dependable as the machines themselves.
The Approach
Fruit began by getting under the skin of the business.
Through a discovery day and stakeholder workshops, site visits and a detailed review of the existing customer journey, we worked closely with the leadership team to understand not just what Demon manufactured, but what made the business different.
From there, we developed a strategic 12 month marketing plan built around four key areas:
- Brand development and positioning
- Marketing infrastructure and systems
- Communications and customer experience
- Brand Awareness, lead generation and business growth
At the heart of the project was the creation of a new brand identity that better reflected the strength, reliability and no-nonsense attitude of the Demon product range. Alongside this, we developed a clear brand proposition, distinctive tone of voice and comprehensive brand guidelines to ensure consistency across every customer touchpoint.
The goal was simple: create a brand and marketing operation as strong and dependable as the machines themselves.
The Process
Once the strategic foundations were in place, we rolled out a programme of activity across the business.
We delivered a complete brand refresh, including new visual identity guidelines, messaging frameworks, templates, marketing collateral and supporting assets. Everything from brochures and work wear to digital content and email signatures was brought into alignment under the new brand.
To strengthen Demon’s visibility within the industry, we supported their events programme, redesigning exhibition and event materials to create a more impactful and professional presence. We also helped maximise opportunities before, during and after events through marketing campaigns, competitions, content and advertising support, as well as personally attending events to sell and support.
Alongside this, we implemented a more robust, secure and compliant marketing infrastructure, introducing new communication channels and establishing processes that would support future growth. A structured communications plan was developed and activated, ensuring messaging remained consistent, professional and aligned with the new brand identity.
The customer journey was also reviewed in detail. From branded Christmas gifts and customer touchpoints through to competitions, case studies, email marketing and editorial opportunities, every interaction was considered through the lens of customer experience and brand consistency. A journey we continue to develop with them today.
We secured editorial coverage in key industry publications, facilitated collaborative case studies with global brands and supported award submissions that further strengthened Demon’s reputation within the sector.
Most importantly, we provided an outsourced marketing function that gave the business the expertise, consistency and momentum needed to turn strategy into action.
The Outcome
The result was far more than a rebrand.
Demon now has a clear market position, a distinctive brand identity and a marketing platform capable of supporting future growth. The entire business has a common language, clear proposition and professional set of tools to communicate consistently with customers, dealers and industry partners.
Key outcomes included:
- Complete brand refresh and detailed brand guidelines
- Clearer value proposition and messaging framework
- Full suite of online and offline marketing collateral
- Rebranded exhibition and event presence
- Improved marketing infrastructure and compliance
- New communications channels and structured communications plan
- Editorial coverage in key industry publications
- Collaborative case studies with major global brands
- Industry award success
- Marketing email system introduced
- Enhanced customer journey and customer experience programme
Performance improvements have already included:
- 15% increase in website traffic
- 60% increase in Google Business Profile views
- 8% increase in Facebook followers
- 90% increase in Facebook page views
- 30% increase in LinkedIn followers
Most importantly, Demon now has a marketing strategy, brand identity and communication platform that reflects the quality of the products it manufactures. The business is better equipped to build awareness, support its dealer network, generate enquiries and drive long-term growth.
Much like the machines themselves, the marketing foundations are now built to last.
