Transforming Market Position Through Strategic Branding

Drees Homes reimagined its “Build On Your Lot” division with a bold new identity designed to inspire and connect with today’s homebuyers, delivering a unified message to a custom homebuilding experience that’s anything but ordinary.

Challenge

Drees Homes, a nationally ranked builder operating in 10 major markets, faced a branding challenge with its “Build On Your Lot” division. The name, used inconsistently across regions, lacked emotional appeal and failed to differentiate the offering from standard community builds. The term itself, an industry standard term, didn’t reflect the premium, custom experience Drees uniquely provides. The fragmented product name diluted recognition and hindered sales.

The ultimate goal was to communicate the aspirational nature of the custom-build process, making it more of a compelling, marketable concept. This effort also aimed to address sales goals by increasing sales through clearer communication and stronger brand recall.

The strategic opportunity was in repositioning and rebranding the division to emphasize its unique value proposition.

Solution

Drees Homes partnered with Brandience to develop a new brand identity for their ‘Build On Your Lot’ division: Elevate.

Key Elements:

1. Research & Analysis: Conducted thorough market research to understand the competitive landscape and identify the strengths and weaknesses of the existing ‘Build On Your Lot’ concept.
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2. Naming & Brand Development: The name ‘Elevate’ was chosen for its positive, uplifting connotations and its ability to resonate with homebuyers seeking to enrich their lives. One of the key challenges in the naming process was striking the right balance: crafting a name that felt high-end and aspirational without being so exclusive that it might alienate potential buyers. ‘Elevate’ achieved this by conveying sophistication and possibility, while remaining approachable and inclusive. We developed a new visual identity and messaging framework that aligned with this concept, ensuring consistency across all touchpoints.
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3. Internal Alignment: Worked closely with Drees Homes internal teams to ensure everyone was on board with the new direction. This involved workshops and training sessions to educate employees about the new brand.
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4. Creative Execution: A full suite of branded assets including logos, videos, and social content that brought the new identity to life.
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5. Strategic Rollout: A phased rollout strategy to introduce the new brand across all 7 markets. This included targeted advertising campaigns, social media promotions, and PR efforts to generate buzz and awareness.

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Results

The Elevate brand exceeded expectations and delivered measurable success:

• Unified Brand Identity: All markets now operate under a single, consistent brand, improving recognition and recall. Brand tracking studies showed a significant increase in brand recall and recognition, with consistent messaging resonating more strongly with our target audience.
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• Clear Differentiation: Positioning surveys indicated that potential buyers now perceived the ‘Build On Your Lot’ service as a premium, custom offering, setting it apart from regular on-site building. This improved competitive positioning was reflected in increased market share and positive customer feedback.
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• Emotional Resonance: The ‘Elevate’ brand successfully created an emotional connection with homebuyers. Feedback from customers have highlighted the positive, aspirational feelings associated with the brand. Buyers expressed pride in their decision to build a custom home with Drees Homes, feeling that the brand aligned with their vision of an elevated lifestyle.