A Strong Building Needs
a Solid Foundation.

Your Business is No Different.

Create your Brand Foundation
Develop your Brand Foundation
Develop your Brand Foundation

your company should:

  • Look credible online and off
  • Say the right thing to the right people
  • Say it everywhere consistently
  • Be seen as meaningfully different
  • Know how & where to market
  • Have a competitive advantage

Who the Hell Are You and Why Should Anyone Care?

You have good products and services... so does everyone else.

You’ve been in the industry for a long time... so have many others.

You have a great team... yep, so do most firms.

Find the answers you seek.

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The Brand Foundation Program

Realigning your brand starts with clarifying who your firm is today, who you were built to serve, and defining a visual and verbal personality that differentiates and positions your brand in the marketplace.

icon - B2B construction firm

Business DNA

- History, goals, values
- Product & service DNA
- Client & prospect DNA
- Markets & competitors
- Brand strategy

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Core Messaging

- Differentiation
- Positioning
- Voice & tone
- Value propositions
- Messaging matrix

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Visual Identity*

- Updated look & feel
- Refreshed logo 
- Refreshed color palette
- Updated stationery
- Identity guide

Let’s be honest. If this was easy, you would have done it already.

We help clients through this process to find the brand hidden within, define it in words, and then design it.

*Upgrade to a full identity rebrand available upon request.

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Our process creates your visual and verbal brand personality.

It will then be applied to your website and all of your marketing.
Applying your brand personality IS branding.


The Brand Foundation Program

Here’s how you can make sure The Brand Foundation Program is the right fit for you and your business:


  • Everything is outdated. You’re not clear or consistent.
    And you’re tired of it.
  • You are envious of the firms that look polished and in control. You want that.
  • You are worried about being bypassed by inferior firms that look and sound better than you do.
  • You’ve expanded or pivoted in your business, and your brand no longer fits. You have a brand wedgie.
  • You want to make everything easier by doing the work to build a foundation for your brand.
  • You have a big anniversary coming up, and it is time to refresh and update the brand.
  • You are merging or acquiring a new company and need to redefine and consolidate the brands.
  • You are tired of your sales team complaining about the lack of support.
  • You need to redesign your website but not sure how to improve it.


  • You want magic beans to fix your broken business.
  • You’re fine with the way things are.
  • You want to rebrand because you are bored.
  • You think branding is for fortune 1000 companies, and it isn’t necessary for your firm.
  • You don't have the budget, the time, or buy-in from the leadership team to do this right.
  • You already defined plan and don't want a strategy partner, just a tactical executioner.
  • You just want to duplicate what your competitors are doing.
  • You think all you need is a pretty website because none of this matters.

Here’s what you get

Brand identity, positioning, messaging for B2B Companies

Expert Insight

Brand identity, positioning, messaging for B2B Companies

Defined Strategy

Brand identity, positioning, messaging for B2B Companies

Unified Voice

Brand identity, positioning, messaging for B2B Companies

Refreshed Brand

Brand identity, positioning, messaging for B2B Companies

Goodbye Bland

You deserve to look & sound like
the badass company you are.

We help firms in the commercial building industry focus on the long-term strategy of brand building and creating a position of strength in the market with a great website and being clear, credible, and consistent.

“They are the perfect blend of strategy, bluntness, creativity, and give-a-damn.”

what is rebranding

What Is a Rebrand?

align your brand

What Is Brand Alignment & Do I Need an Aligned Brand?

work on your brand - have boundaries you will

What Does Yoda Have to Do With Protecting Your Ass(ets) and Aligning Your Brand?

can a rebrand save my business

Can Rebranding Save a Business?


Being Meaningfully Different Is Better Than Just Being ‘Better’

two superhero kids running marketing and branding

How Are Marketing and Branding Different?

Branding FAQ

What is a Brand

A brand is built in two ways: by what you tell people and by what they experience (themselves or through others).

But what IS a brand? There are a lot of different views on this.

The Dictionary of Brand defines a brand as “a person’s perception of a product, service, experience, or organization.”

Seth Godin:
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. 

Marty Neumeier:
“A brand is not a logo. A brand is not an identity. A brand is not a product.” Neumeier goes on to say that “a brand is a person’s gut feeling about a product, service, or organization.”

What is the value of a brand

A brand’s value is merely the sum total of how much extra people will pay, or how often they choose one brand over the alternatives.

If you do not have a defined brand and it isn't clear why someone would pay more for your product or service, they choose you based solely on price... which makes you a commodity. 

What is branding?

Branding is the action of applying the visual and verbal personality of your business to something. 

To go a bit further, branding is the intentional and strategic shaping of what people think and experience with your company, its products, and services. Not only for the purpose of stimulating demand but to take ownership of a spot in your audience's mental filing system. When they need X, you are top of mind.

Is branding just another name for marketing?

Uh, nope. 

Marketing seduces. Branding differentiates.

Marketing is taking a product or a service or an organization and getting it to the consumer level (and getting people to buy it).

Branding is NOT marketing.

Branding rides along with marketing and advertising but it has a separate intention.

Branding is the intentional and strategic shaping of what people think and experience with your company, its products, and services. Not only for the purpose of stimulating demand but to take ownership of a spot in your audience's mental filing system. When they need X, you are top of mind.

Is branding a cost center?

On the surface, branding could be seen as a cost center (costing you money but not directly contributing to profitability). But that is a very short-sighted point of view. 

Defining and developing your brand and then applying it to everything (internally and externally) does take time and money, yes. But what you get in return for that effort is well worth it. 

  • You look and sound credible
  • Your value is clear
  • Customers understand why they would pay more to work with you vs the alternative
  • Your sales team has a platform to work from
  • Your employees feel connected to a company that stands for something meaningful to them
  • You get customers that bring in other customers and become advocates for your business.
  • You are memorable 
  • You are seen as meaningfully different
  • Recruiting top talent is easier

Branding is an essential foundation for a successful company. So yes, it’s a cost center. Just like having a good employee who loves their job is. Just like having financial experts and business innovators onboard are.

What costs more, investing in developing your brand or getting bypassed and blending into the market because you are seen as a commodity?

How do we start a rebranding project?

The first step is having a business reason to do so. 

  • everything is outdated and bland
  • competitors are disrupting your business
  • you are competing on price more often than not
  • it isn't clear what you do for whom from the outside
  • your company is not consistent 
  • you don't look credible on the surface

Do some navel-gazing:

  • Evaluate your mission, vision, core values and business goals. If you don't have these defined, you need to, they are the base elements of your brand.
  • Who are you and why should anyone give-a-damn?
  • What value do you create in the world? 
  • Who are your customers?
  • Why do they choose to work with you? 
  • What markets are you in?
  • Who are your competitors?

Find a branding firm to work with. 

  • Rebranding is difficult to do internally. An outside perspective is the best route to take.
  • This is intimate work, so find a team you vibe with
  • Understand that rebranding is not a logo redesign
  • This is hard work but well worth the effort

Decide if a full rebrand is what you need or just a refresh. 

We are happy to jump on a call to help you figure out what is best for your company