Q: What are the qualities of a most loved brand?

A: According to theoretical consumer beliefs, a truly loved brand possesses several key qualities. These include delivering consistent quality, effectively understanding and meeting customer needs, fostering strong emotional connections, demonstrating authenticity and transparency, providing exceptional customer experiences, and showing commitment to social responsibility and sustainability.

However, I view a loved brand as one that forms a deep emotional attachment with its consumers. From this perspective, consumers play a pivotal role in determining the brand’s future. A brand cannot exist without a dedicated customer base or community, relying solely on advertising and conventional marketing methods.

Genuine personal experiences with the brand are essential. To achieve the status of a loved brand, it’s crucial to have a team of people who embody humanity, loyalty and trust.

Q: In your view, how does branding add value to S-lon?

A: S-lon, founded in 1957, earned its reputation as a household name – a testimony to the unwavering commitment and dedication of its consumers.

At S-lon, we believe that the customer is akin to a deity. We have successfully cultivated an emotional bond with consumers, which is a sentiment that’s also instilled in our employees.

Instead of following conventional branding strategies, S-lon abides by the slogan of ‘water for life.’ We prioritise genuineness and quality, the very foundations on which S-lon was built. We firmly believe that we cannot sustain ourselves without loyal consumers – a truth that was evident during the challenging pandemic period.

Q: What is your assessment of your brand performance post-COVID?

A: The pandemic brought unprecedented disruptions to the market, presenting a learning curve for businesses worldwide. However, S-lon’s brand resilience and unwavering customer-centric approach proved invaluable during this time. We responded promptly to the crisis, taking all measures to safeguard our employees and meet their basic needs.

Their resilience and support enabled us to resume manufacturing, instilling faith in our consumers and even inspiring some businesses to restart operations. We took the initiative to hold talks with dealers and open shops, offering hope and a different perspective during a time of despair.

Q: And what role does branding play in building customer loyalty and trust?

A: Branding serves as the lifeblood of an organisation, reflecting its essence and end-to-end process. A brand is what consumers interact with, and should evoke feelings of experience, excitement and satisfaction.

However, true branding goes beyond this; it establishes an emotional connection with consumers.

At S-lon, customer loyalty and trust has been nurtured through the consistent delivery of high quality products and services, embodied by the recognisable S-lon stamp that stands as a testimony to our reputation. Our credibility is a result of the collective commitment demonstrated by employees over the years.

We also recognise the responsibility of ensuring the quality of plumbers, whom we train and certify through the National Vocational Qualification (NVQ) system to uplift standards and ensure social acceptability.

Q: Is S-lon adopting new technologies?

A: S-lon has been progressively adapting to Industry 4.0 technologies and is working towards obtaining the relevant certification. But our approach to technology extends beyond mere certification pursuits. During the pandemic for instance, amidst challenges with importing machinery due to foreign exchange constraints, our Chairman suggested that it would be more pragmatic to manufacture machinery locally.

We initiated this process during the pandemic and successfully launched our first locally made machine within a year.

Such adaptability and innovation enabled us to become a game changer amidst challenging circumstances, and our team is now actively working on a second machine.

Q: Do you leverage digital marketing and social media to strengthen your brand presence?

A: Digital marketing is undoubtedly the way forward and we embrace it as a rationale. Recognising that the future generation is deeply connected to social media, we harness its potential while being mindful of its drawbacks.

Social media provides unparalleled access to a global market, enabling us to reach a vast audience at minimal cost and even go viral within seconds.

Q: How does S-lon integrate sustainability into the business strategy?

A: Sustainability has been a core value at S-lon since its inception, long before it became a popular trend. The founders instilled a deep commitment to preserving the environment and we continue to prioritise these efforts for future generations.

Our plantation campaign involves various stakeholders – including schoolchildren, religious institutions and the police – planting saplings with QR codes to encourage ownership and progress reporting.

This initiative has led to the planting of around 10,000 saplings, instilling a sense of environmental responsibility in the youth.

Reducing our carbon footprint is another focal point of sustainability efforts.

Q: What plans does S-lon have for future sustainability initiatives?

A: S-lon is dedicated to investing in eco-friendly products and is exploring the possibility of producing solar panels locally. We are also actively exploring the transition to renewable energy sources to power our factories, reducing reliance on fossil fuels.

Collaboration with NGOs for sustainability projects is on the agenda as well. We are also proud to be involved with the Lanka Rainwater Harvesting Forum, promoting rainwater catchment areas in homes that contribute to a sustainable future.

– Compiled by Tamara Rebeira
INTERVIEWEE DETAILS

C. Weerasekera
Group Director/COO

COMPANY DETAILS

Telephone:4760100 | Email:houseofslon@cmg.lk | Website:www.cmg.lk