Well-known Chicago area real estate developer, Focus, needed to create awareness of its third-party general contracting services. Recognized as the general contractor on its own development projects, Focus leadership wondered how best to avoid confusion and preserve existing brand equity while introducing this expanded service to current and potential markets.
TMG streamlined brand architecture to position development and general contracting as discrete service areas under a Focus corporate umbrella. A library of content for marketing communications and business development was designed to communicate Focus’ competitive advantages and unique point of view. Depending upon usage and intent, content can be repurposed as needed. The program also included templates for RFP responses, a customizable print/digital capabilities piece for general contracting and brand usage guidelines.
As companies in many industries struggle to ready themselves for the next economic downturn, Focus is now well ahead of the curve. With a clarified brand and targeted messaging, it has the marketing communication and business development tools it needs to expand reach, grow service areas, build brand awareness and exceed aggressive business goals.