A brand that exists only in Brand Brief form doesn’t help anyone, so our first action with this client was to get their hundreds of employees understanding the brand essence.
Rather than send out a document that “all employees must memorize” we took a cue from the spirit we felt amongst the people in this company and decided to make this whole process of brand immersion more fun. We decided to hold a video contest where employees could team up and create videos that used the new brand language. They posted them to a private Facebook group and everyone got to vote. The winners received a prize. The result was within no time, everyone was verbalizing the brand essence.
Once we had the internal team on board, it was time to launch the brand externally. That meant website, collateral, digital newsletters, presentation materials and more. But perhaps the most valuable way to bring the brand to life was with a short company video. The goal was to clearly communicate how CCMC is Different from its competitors. We could have written a script, but why do that when we knew we were working with a company that “felt” their brand. Everyone was feeling and saying “We build community by bringing people together in the neighborhoods where they live and in the offices where we work. Simply put, we create experiences that connect people.” We were confident that the words would come from the heart. And Bart Park, Chairman, delivered.
Additionally, the company continued to grow its operations, enhancing the brand Experience in the developments they manage. That meant creating more lifestyle activities that build community. It also expanded its consulting with developers to educate them on the best use of their land, which amenities matter, and how to stay within budgets both short and long term without sacrificing community effectiveness.