Unique positioning of BTR brand allowing for B2B awareness and growth

CHALLENGE

With two successfully operating buildings in Manchester and Liverpool (Cargo) and a proven product and operating model, we were tasked with bringing together key internal stakeholders to carve a unique brand positioning and offer for Hermes’ Build to Rent product.

RESPONSE

By first understanding and interpreting the detail around Hermes’ existing product, operating model, assets, target audience, the local competitive landscapes and the wider market, we designed a bespoke workshop that was energetic, reflective and thought-provoking.  

The outcomes were played back to Hermes to ensure alignment amongst the team, before we then set about our strategic work on the brand hierarchy, vision, brand essence, positioning and future planning.

IMPACT

By first listening and understanding and by bringing the team together early on and throughout the process, we ensured a smooth and efficient brand development process.

The evidence gathered prior to the workshop gave the wider team reassurance that the brand strategy had its foundations in data and research, meaning the approval process was swift and the outcomes were aligned to the wider business goals.