CLIENT PROJECT OVERVIEW
- Brand Development and Management
- Organisation: Urban State
- Industry sector: Property Development
- Business type: B2B / B2C
- Business size: Small business
BUILDING A POWERFUL BRAND
Building a successful new brand really does begin from the ground up.
Developing any new brand is an important exercise and one that should consider the individual personalities behind the brand, as well as the future vision and target audience it’s attempting to connect with. When a company is in its inception, there are many hopes and dreams at its foundation and even more lofty goals to aspire to. The difference between the success or failure of these aspirations comes down to sound planning and strategic guidance. Building a brand really does begin from the ground up. You should understand its intended market position, values and guiding principals. What problem does the company/product solve? Why should anybody care about it? Once we understand the foundations of the brand and the reason it exists, we can bring it all together into a viable and practical reality.
MOBILISATION PAVES THE WAY FOR UNITY
Showcasing four very experienced but different professionals who had banded together to form Urban State.
For Urban State, one of the biggest challenges we faced was finding a way to showcase four very experienced but different professionals who had banded together to form this new business venture. In their own individual ways, they each brought specialised skills from the fields of development, finance, design, planning, and sales and marketing, so the task of combining that knowledge – and still reflecting their history of running four separate companies in four very different ways – made creating a set of values that could portray a united front as the Urban State brand something that needed to be carefully considered and crafted. Their shared vision was to present a premium property development brand to the Melbourne landscape that focussed on providing personalised service and delivering smaller-sized, boutique projects, all-the-while backed by their combined experience in delivering some of the city’s most iconic and successful projects to date. Shining a spotlight on such a unique collaboration, made up from individual expertise and attitudes, needed to be done with genuine authenticity in order to help focus on what we believed was a definite point of differentiation that would help set them apart in a competitive market-place. While also ensuring each stakeholder understood their role within the company to ensure its success.
SUCCESSFUL BRANDING IS MULTI-LAYERED
Ensuring potential customers are emotionally engaged with the brand story.
Helping the target audience believe in Urban State as a flexible brand that could connect with both consumers who are purchasing the end product, and also investors who are needed to create a product, was dealt with through comprehensive research and understanding of the property development market. Effective messaging to both disparate buyer groups needed to let investors know they were connecting with a brand that’s trustworthy, while also ensuring potential individual customers are emotionally engaged with the brand story and a belief that the brand is something that they can buy into with confidence. By presenting Urban State as a brand that was firmly positioning itself to deliver a premium product, as distinct from a luxury product, was the ideal strategy to help promote their project marketing ventures of smaller, boutique apartment developments. By choosing to focus on the Directors’ combined relationship-building skills and the value they held in authentic connections, we were able to craft a story that resonated perfectly with its audience and the team behind the brand – something that established Urban State as a company with clear leadership and vision, as well as a commitment to producing quality projects.
COMPETENCIES AND SERVICES
- Brand Forecasting
- Brand Performance Audits
- Research and Trends Analysis
- Insights and Opportunities
- Go-To-Market Strategies
- Positioning
- Strategic Positioning
- Market and Audience Segmentation
- Competition Strategies
- Business Model Alignment
- Brand Architecture
- Communication Strategies
- Brand Design
- Corporate Identity and Design
- Brand Platform Models
- User Experience Strategies
- Design Rules and Systems
- Brand and Language Guidelines
- Brand Manuals and Portals
- Offline and Online Support
- Visual Identity
- Logo Development
- Photography and Art Direction
- Colours and Climate
- Typography and Formatting
- Imagery and Key Visual
- Infographics and Iconography
- Naming and Language
- Brand and Product Names
- Claims and Taglines
- Naming Systems
- Brand Voice and Tonality
- Messaging Strategies
- Brand Management
- Strategic Brand Planning
- Brand Marketing Programmes
- Design and Implementation
- Brand Performance Management
- Growth and Sustainability
- Implementation
- Implementation Planning
- Process and Rollout Workshops
- Supplier Preselection
- Production Consultation
- Material Research
- Internal Updates and Briefing
- Workflow Management
- Quality Control
- Brand Tracking and Review
- Identification
- Identification Workshops
- Workplace and Culture Audit
- Core and Peripheral Values
- Service Design
- Customer Journey Mapping
- Employee and Backstage Actions
- Technology Integration
- Operations and Processes
- Sales Support
- Case Studies and White Papers
- Fact Sheets and Information
- Catalogues and Product Literature
- Live and Recorded Webinars
- Proposals and Contract Material
- Invoices, Bills and Receipts
- Notices and Statements
- Employer Branding
- Employee Value Proposition
- Target Image Positioning
- Messaging Strategies
- Strategic Brand Planning
- Employer Marketing Programmes
- Recruiting Support
- Branded Environments
- Online Workplace Gazettes
- Employee Magazines
- Branded Books and Literature
- Internal Events
- Seminars and Conferences
- Awards and Recognition Events
- Workforce Summits
- Annual General Meetings
- Internal Adoption
- Vision and Mission Development
- Culture Model Development
- Operationalising the Brand
- Motivational Workshops
- Internal Engagement Practises
- Recognition Programmes
- Training
- Coaching Workshops
- Communication Strategies
- Behaviour and Alignment
- Brand and Culture Guidelines
- Operations Manuals and Portals
- Online and Offline Support
- Operations
- Brand Process Integration
- Operational Forms
- Questionnaires
- Certificates, Tickets and Passes
- Records and Checklists
- Operations Tracking and Review
- Consumer Mindset
- Consumer Profiling
- Insights and Segmentation
- Buyer Personas
- Association Framework
- Brand Marketing
- Marketing Programmes
- Channel Strategies
- Media Planning and Buying
- Content and Inbound Marketing
- Social Media Marketing
- Marketing Campaigns
- Brand and Activation Campaigns
- Analytics and Optimisation
- Event Marketing
- Roadshows and Tradeshows
- Showrooms and Displays
- Seminars and Conferences
- Exhibitions and Installations
- Advertising Media
- Booklets, Flyers and Handouts
- Billboards, Posters and Displays
- Merchandise and Wearables
- Blogs and Landing Pages
- Public Space Advertisements
- Display and Banner Advertisements
- Social Media Advertisements
- SMS and Email Advertisements
- Magazines and Newspapers
- Videos, Articles and Email Series
- Direct and Postal Mailers
- Reports, eBooks and Downloads
- Public Relations
- PR Communications
- Vision and Mission Statements
- Annual Reports
- Financial Communication
- Yearbooks and Magazines
- Digital Media
- Websites and Microsites
- Mobile Applications
- Responsive Prototypes
- Animation and Motion Design
- Brand and Product Videos
- Information Architecture
- Content Strategies
- Multi-Touch Environments
- Internal Platforms and Portals
- Print Media
- Stationery and Collateral
- Magazines and Newspapers
- Brochures, Books and Literature
- Packaging and Consumables
- Spatial Design
- Corporate Architecture
- Wayfinding and Navigation
- Headquarters and Spaces
- Retail and Store Design
- Shopfronts, Interiors and POS