Colex Homes is a boutique builder that promises to deliver quality homes, a personalized service, great value and the freedom to change and alter plans to suit customer needs. The Colex Homes original branding and communication material wasn’t of a good standard to instil trust and inconsistent at all touch points. The advertising material did not communicate a quality image or connect with consumers on emotional and rational levels. The clear point of difference was not communicated. There were mixed brand values communicated at all consumer touch points.
Imaginitis carried out a competitor and customer analysis (we identified what’s important to the target market and what they’re not getting from other builders); determined Colex Homes’ key strengths and weaknesses; and uncovered the key point of difference (centred around flexibility in changing and altering plans to suit customer needs). “Building homes that suit you” became the new position statement that reflected the unique sales proposition.
Subsequently, Imaginitis re-branded / repositioned Colex Homes to consistently reveal a quality and professional image that’s reflective of the core brand values (flexibility, value, quality, lifestyle and trust). This allowed Colex Homes to compete with the larger builders, which do not always provide or communicate the flexibility that consumers desire. Imaginitis updated style of photography, introduced emotional benefits by using “lifestyle shots”, i.e. happy families reflective of the target market. Consistency was maintained at all touch points.
Colex Homes has had a significant increase in sales since the brand revitalisation. Sales targets have been exceeded by 18% and the brand has been perceived positively.
What we did
Brand Identity Design
Point of Sale
‘I have worked closely with the Imaginitis team for the past three years and have found them to be professional, proactive and attentive to our needs. Imaginitis has revitalised and extended the Colex Homes brand, ensuring brand consistency across all touch points. As a result, we have increased our sales revenue and perceptions within the marketplace. Imaginitis provides quality work, good value and strategic advice every step of the way.’
Customer Relations Manager