7. Scott Christopher
Overall Look and Feel: Stately
Primary Brand Colors: Green and white
Positioning: #1
Strength: Network, experience
Weakness: Quality
Advertising mediums: web, network, community
8. “Nothing about a Scott Christopher home is standard; every aspect of the
property is tailored to the homeowners’ needs, desires and budget.”
9.
10. Testimonial
Their attention to detail and extremely high level of craftsmanship make it
a pleasure to build with Scott Christopher Homes. Their upfront budgeting/
cost estimating is one area that differentiates Scott from most builders.
Scott continues to track costs throughout and does a marvelous job of
working diligently to have his costs reflect the design intent/vision of the
designer. I recommend SCH without reservation as a fantastic builder to
partner with you and your client.
11. Scott Christopher in the Community
Knocking out Hunger
Scott Christopher in the Community
Playhouse
12. How do Scott Christopher’s potential
clients view him?
13.
14. Mike Schaap
Overall Look and Feel: Quality
Primary Brand Colors: Green
Positioning: #2
Strength: Recognition, experience
Weakness: Aging, not staying current
Advertising mediums (top three): charity, awards, tv
15. Mike Schapp’s goal is a distinctive, individualized process resulting in a finished
product that is truly satisfying.
16.
17. Testimonial
Mike Schaap Builders was an excellent choice for our home builder!
Mike’s personal attention to every detail made our home truly custom. We
thoroughly enjoyed working with the MSB team and we are very happy
with the outcome! Thanks Mike and the Mike Schaap Builders team for
helping us make our house a home!
20. How do Mike Schapp’s potential
clients view him?
21.
22. Falcon
Overall Look and Feel: They build big houses
Primary Brand Colors: Green & White
Positioning: #4 or #5
Strength: Quality/Speed
Weakness: Speed
Advertising mediums: Parade, Signage, Trucks
28. We will expose Falcon’s unique message,
focus the brand, and differentiate Falcon
from the competition.
29.
30. Why stike now?
*Falcon has 3 parade homes
*They currently have the largest market
share of work
*Optimal brand building opportunities
arise with success (people migrate
towards a crowd)
31. To maintain current gains in market share
Falcon must create a DEMAND for the
Falcon brand.
32. We’re information rich and time poor.
How do you choose?
Our decisions are based on trust
40. People will demand Falcon because they believe
there is no substitute
People will pay higher price premiums
People will wait to build with Falcon
People will notice Falcon’s dedication to quality
41.
42. We want people to initiate contact with Falcon
We want people to trust Falcon
They do it because there is not a substitute
They do it for status
43.
44. They must leave the experience with Joy & Pride
The experience should be so overwhelmingly
exciting that they actually want to do it again and
cannot believe it’s over. (these people will be our
best sales tools)
58. Falcon’s biggest obstacle to success is
losing sight of the value in their Brand.
Building brand is a long term commitment.
For brand knowledge to become imbeddeed
throughout the organization, it has to be
protected against “evaporation.”
59. Dustin and Nathan in a bi-weekly meeting
Branding funding made a priority
A minium one year commitment
Follow through with things that we come up
with as a team
