Case Study: Brand Development

Need

Home builder, Gerber Homes, wanted increased market share. For over 20 years they had operated with no brand other than a logo. As the third largest builder in the region, the company recognized that without a professional brand presence they could not increase their market share.

Challenge

No brand program existed. The old logo was amateurish and numerous variations of it existed. Simply put, nothing in Gerber Homes’ identity program matched. Everything needed to be redone. The KEY competitor, national builder Ryan Homes, has a highly polished brand identity program and materials. Ryan Homes set the benchmark, and Gerber Homes needed to compete.

Solution

Build a strong brand and surpass the competition with better sales and marketing materials. MG Lomb developed Gerber Homes a professional new logo (while maintaining residual brand equity) and a consistent visual brand experience. All materials were redeveloped.

Research was KEY to a successful Competitor Materials Analysis. The MG Lomb team investigated the home buying experience. Local, regional and national Home Builder sales teams were engaged, and sales kits were collected. Competitor websites were scrutinized for content and strategy.

With research completed, creative was addressed. MG Lomb’s top-notch creative team professionally developed Gerber Homes’ new brand. New creative was applied to: website, company brochure, stock plan brochures, pocket folder, business cards, stationary, envelopes, e-mail template, signage, print advertisements, TV commercials, mailers and more. MG Lomb placed media: print, billboards, television, web, and direct mail.

Progress

Gerber Homes’ sales team immediately noticed results. The new brand program and materials now held their own against the competition. And sales agents reported generous customer compliments about Gerber Homes’ new materials.

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