Crafting a Compelling New Value Proposition for a Market Leader
Client / GWL Realty Advisors
Industry Sector / Real Estate, Property Management
Services / Brand Positioning Research, Creative Development
The Context
With an office in every major market in Canada, GWL Realty Advisors, a subsidiary of Great-West Life Insurance Company, is one of Canada’s premier property management and development companies. In 2011, GWL Realty Advisors engaged us to assist the company in optimizing its brand positioning to align with fast-evolving market conditions and to refresh its brand image and communications approach to reflect this new positioning.
The Process
Our process began with a review of the market positioning of various peer organizations, both domestically and abroad. We then followed up with a thorough assessment of the company’s brand identity. Clients, employees and stakeholders were consulted in this process via interviews, group discussions and surveys. This process resulted in a deeper understanding of the brand opportunities and led to the redefinition of the market positioning and of the expression of the company’s unique value proposition on a national stage, as well as to the consolidation of all elements of communications for all customer touchpoints, in order to better reflect key areas of specialization of the company.
Resetting the Vision / New Vision Statement
New Tagline and Positioning
(Centered Around the “Trusted Advisor” Value Proposition)
The Deliverables
We created a bold and distinctive new positioning, as well as crisp and relevant messages responding to the needs and expectations of multiple target audiences. Following the strategic phase of our work, we crafted a visual expression of the brand to capture this new positioning and to support all communications. To help set the company on the proper path, we then undertook the following activities and deliverables:
An optimized brand communication and marketing platform including a new tagline: “The value of real advice,” (French: « Des conseils à la hauteur » ) as well as a message matrix to address the various audiences, services and customer touchpoints.
We developed a dynamic new visual identity system and comprehensive brand usage guidelines.
We applied these guidelines to various communications, sales, advertising templates and communications tools, including CSR reporting formats and a number of print marketing collateral and corporate materials.
Working with GWL Realty Advisors’ IT team, we undertook a re-design and functionality overhaul of the website, including a responsive version for mobile devices.
We further assisted the company in creating a new Leasing and Development sites signage approach.
