A good organization, one that delivers outstanding results, will still project a mediocre image if its message focuses on technical jargon and industry competency. To escape the crowded generic perception, an organization needs a vision or purpose statement that inspires, internally the team, and externally the community. So it was the case with F+H Construction, Inc. A great organization that has delivered consistent results over the years, has reached out to us with a request of rebuilding their corporate website. Our Brand Audit recommended a major rebrand instead, in order to achieve a representation that would be closer to reality.
Some organizations are not as good as they appear. Others are better than they appear. F+H Construction is better than the image they were projecting. We needed to fix that. We needed to create an identity that matched their level of competency, dedication and their vision for the community. We advised re-crafting their Brand Identity before building their online presence. Their service line or descriptor, although accurate, lacked the visionary potency the management team was driven by.
Our Discovery process revealed quite a few powerful true ingredients. Interviewing the 3 members of the Executive Team showed where they aligned and where they complemented each other. What we saw, when we looked closer, was a powerful offering that went beyond the generic “F+H Construction provides general engineering and building (contracting) services”. We decided that it was more meaningful to speak of the results rather than the process. The outcome rather than the actual services offered.
A clear offering, a purpose statement that is visionary, giving room to the imagination, one that appeals to the entire community, not just the builder. Articulated Brand DNA informed the Brand Identity, and the new logo visually aligned with it. A transformation from inside out created a more powerful representation of the true F+H organization. Online presence, marketing collateral, permission marketing, signage, wearables followed completing the Brand Platform.