Build Up is a homebuilder podcast where we interview homebuilders, industry insiders, and experts covering all things branding, marketing, sales, customer experience, and more. A week or so after each episode, we publish the show notes here on our blog. To listen to the episodes right when they're published, subscribe on your favourite listening platform here. To get these show notes delivered straight to your inbox, sign up here.
Here are the top takeaways from the episode:
Brand purpose isn't just a "marketing thing", it's integral to the whole organization
The power of brand purpose is that it grounds the company. It focuses your energy on business decisions that actually live up to this purpose. Every decision you make, including how you treat your investors, employees, partners, and customers, should live up to that purpose.
Your brand is not a logo
Before you can even think about your logo design, you have to consider what your brand platform is - your purpose, position, values, and messaging. The visual representation is secondary.
Rebranding, or brand strengthening, needs to be an entire company thing
It can't just live with the execs or marketing team, it has to be an all-encompassing initiative in order to be true, meaningful, and impactful. Involving everyone in your company in some way will help them believe in and buy into the brand platform you're creating.
The homebuilder industry is waiting to be branded
Modern consumers want to buy from brands that are trying to make the world a better place. They want to be proud of who they're purchasing from and choose brands that have similar values to theirs. A strong brand purpose is an opportunity to show up for people as they make potentially the biggest purchase of their life (their home).
If you can brand water, you can brand a home
Sure, there are a lot of similar offerings that every home comes standard with now, but every homebuilder has a different story to tell. Your unique offerings and processes are just waiting to be unleashed. Start with the core values of your company and build from there.
Here are some relevant resources to the episode to the episode:
- Who is ZGM?
- Some interesting research from Deloitte on brand purpose
- People are more likely to trust—and buy—purpose-driven brands
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