Brand Positioning & Brand Identity
Discovery
This brand positioning and brand identity project began with an immersive session in order to gain a deep understanding of the business. Through an extensive workshop phase, branding agency, Percept, discovered what drove the two Founding Directors to jump ship from their highly successful careers to risk everything in disrupting the Strata Management sector.
Both founders understand the needs of developers and property owners, the requirements of effective strata management, the questions that need to be answered, and the need to be realistic to what their client needs; results. This formed the basis of the brand positioning.
Additionally, their true point of difference was experience, with over 40 years in the property sector, the Guild Management team approach owners corporation management methodically and logically, while ensuring a strong and transparent relationship with owners and residents is at the forefront of everything they do.
It was this holistic mindset that drove the tone to build a brand positioning and brand identity with character and depth. The outcome would be branding that disrupts a typically safe, reserved, business sector.
Brand Strategy
The brand strategy was simple. Take the powerful words from the Founding Directors and articulate a Brand Positioning that truly reflected their methods and needs. They are passionate leaders that help transform the strata and housing management sector. So Percept’s approach to branding needed to be anything but ordinary.
The storytelling focused on innovation and tailored placemaking, as Guild understands that every development has its own set of challenges and complexities. Hence why we needed take a holistic approach to create seamless and cohesive brand positioning and brand identity.
At the heart of what they do is a commitment to resident engagement. So branding agency, Percept, developed a strategy to create an outstanding digital experience. Percept build company profile tools that did the storytelling for the company, helping separate them from competitors, without muddying their core business offering.
Brand Vision — A holistic guide to seamlessly create cohesive communities.
Brand Purpose — To provide a holistic approach that understands a development’s potential through effective strata management.
Brand Stance — Leveraging over 30 years of experience to create engaged communities through reimagined strata management.
Brand Offering — At Guild Management we offer a holistic and innovative approach to strata management. Our knowledge and experience provides effective building and relationship management that helps form communities. We understand the needs of developers and property owners, the requirements of effective strata management, and the questions that need to be answered. As a result, a development’s potential is realised and integrated communities are created.
Brand Proposition — Transforming developments into vibrant communities.
Brand Tagline — Creating Community.
The brand identity that Percept created is one of layers, but also comes with rules to help the Guild Management team easily use it in their day-to-day operations.
The brand identity started with the brandmark, subjective of the three core business pillars coming together to create one holistic community.
The word ‘Guild’ was intentionally indented to evoke progress, and a positive way forward.
The unique colour palette was a fine balance of maturity and innovation, combining a warm hero plum with three vibrant colours. This combination helps the brand identity promote their strength of experience, yet referencing their progressive thinking, with a focus on a bright future.
The brand identity features type systems and fonts with character to reflect their people, while graphic devices animate throughout a modular system to reflect the world of site plans, architecture and building symmetry.
The photography tone is warm, aligning to the brand identity colour palette, showcasing scale, but always reflecting community.
All elements combine together to form cohesive company branding. Guild Management is an intuitive business, and now their brand positioning and brand identity has the depth and progressiveness to suitably represent their offering to potential new clients.
