The final step to complete our re-branding is done! We are very excited to showcase the new look of our trucks. The design was completed by Howerton+White of Wichita, KS. They were wonderful to work with during the entire process and took it from the approach of first finding out who you really are.
Here is what I did learn……
There are many things to consider when thinking about re-branding your company. What is the value of the existing brand? How recognizable is it in the community and does it truly represent who you are as a company? What we were faced with at TRU-Building was really more of a question of what we do? When you hear the name it still may lead to some questions, but with continued brand recognition it becomes clearer to more people. In our situation the key was to develop all parts of what we do into a “mark” (brand) that represent the highest quality. I heard a speaker this week say “there are only two things you need to do to be successful. First, create value for your customer. The second is equally important but often neglected….. Tell others about the value you create.” This is what our new mark represents. Whether Commercial, Residential, or Remodel, we carry the symbol of excellence. That is what we want represented by our mark!
Each one of these marks carry the same core value. The accent color palette is Commercial, Residential, and Remodel respectively. Our tag line “Construction Innovation” is carried throughout each division of the company and also is a symbol of recognition for quality, innovative construction. By utilizing the variations we bring autonomy to each division. This provides each customer with the respective team that are specialists in what they do.
While it can be an exciting experience to re-brand, make certain that your brand represents who you are. Much more than a mark, but a personality as well.