Messaging Case Study
Problem
Bradbury Construction, a Dallas-area construction firm, knew they did great work that surpassed competitors. What they didn’t know was how to get that message across. Their initial pricing could run higher, but through superior quality control, they saved customers time and expense overall. The owner was relatively young and new to the industry, with less than a decade of experience. And because they did both residential and commercial construction, their audience was scattered.
Strategic Solution
A deep dive discovery and analysis revealed several ways to win:
- Be the “measure twice, cut once” brand that delivers more value the first time around for better quality that doesn’t cost more when all’s said and done.
- Turn the weakness of being new to the business into an advantage by being a disruptor brand that has a better way of doing construction. So it makes sense that you’d be younger.
- Center the brand on commercial construction to establish focus and your area of expertise, which also happens to be their main revenue driver.
- Create a “boutique” custom-homes division sub brand, where smaller makes sense, because it’s special and custom
Outcomes
This set up for a messaging strategy that differentiated Bradbury Construction as the commercial builder that delivers higher standards of quality and finishes projects faster without costing more. Who wants that? Everybody.
They achieve this excellence through numerous process improvements too varied to list with any impact. So we branded a methodology inclusive of all their enhancements and called it AlignBuild methodology. AlignBuild methdology is the how that makes their claim of speed and quality without costing more feel real and compelling. And a bold yet simple tagline—Build True— announced in no uncertain terms that there’s a new sheriff in town.