Developing a Brand
Live Oak Contracting has over 50 years of experience in commercial and multifamily construction and is licensed in Florida, Georgia, South Carolina and Virginia and is eligible for more General Contracting licenses in eight other southern states. Managing partner, Paul Bertozzi, was born and raised in Jacksonville, and it was quickly obvious that the development of their brand needed to reflect being authentic, dedicated and southern general contractors.
Know Your Market
Creating a strategy for Live Oak’s brand development began with analyzing Live Oak’s competition. Through this competitive analysis, we were able to define their brand to set them apart from the competition and give them a unique, authentic voice. This step is critical to providing an advantage over the competition. Next, we wanted to learn their customers’ needs, buying behavior and attitudes. We developed a questionnaire that was given to six past, current and prospective clients to get this much needed insight. We also monitored social media conversations and search trends to listen to Live Oak’s target audience directly and without bias. Being able to track, analyze and understand negative and positive attitudes toward contracting and construction helped to know what branding barriers needed to be overcome.
Define & Create
After learning about Live Oak’s market, the next step was to develop and launch a well-positioned brand that was clear and concise in communicating the company’s personality, identity and promise. We discovered Live Oak’s values and incorporated these into a creative brief in order to execute the visual representation of their brand. These “mood boards” allowed us to streamline the process of brand development by exploring fonts, colors and imagery before starting the design phase.
The final design of a sturdy, weathered live oak tree and bold, modern font presents Live Oak Contracting as a values-driven company with solid roots and a clear vision for moving the contracting industry forward.
Branding First, Marketing Second
Once Live Oak’s branding was completed, the logo was implemented into multiple marketing assets including website, newsletter template, business cards, letterhead and envelope designs, PowerPoint presentation, case study template and social media sites such as Facebook and LinkedIn. Part of executing brand development is having a well-planned timeline for completing key tactics. By setting realistic, timely goals, project deadlines were met and completed within budget, while getting Live Oak exactly what they needed.
To learn more about branding development, check out our latest blog post, “What’s in a Brand?” which discusses what you need to think about when developing your brand and why it is important to be honest both with yourself and your target audience.