LS
Challenge
The objective of the project was to evolve the brand of Lifestyle Homes, positioning it as 'something new and different' in the minds of consumers.
Solution
Brand Audit, Research, Workshop Facilitation, Brand Strategy, Naming, Creative Expression, Brand Guidelines, Brand Deployment, Brand Engagement
Brand Name
LS
At this point, we turned our attention to the current brand name. From the workshop, we identified 'lifestyle' as a market 'cliché'. As such, we collectively agreed there is a compelling business rationale to evolve the name. The client intended to explore commercial, retail and other such business activities. There were inherent difficulties in continuing to build equity around 'Lifestyle Homes'.
Given the equity built around the name, any evolution needed to resonate with 'Lifestyle'. The charm of initials and acronyms are their simplicity. There is no need to memorize several words, especially if they are long and difficult to pronounce. They can easily be communicated in many languages, cultures and countries. Graphically, initials and acronyms can create a strong design mark that can also convey emotional dynamics and can be legally protected. We agreed that 'LS' would be the route taken. This is an acronym formed from the initials of the words 'life' and 'style'.
Brand Essence
'Because it's right.'
In today's real estate, the industry has lost sight of one simple fact: 'because it's right'. Complacency and greed has resulted in short sighted, reactive decisions that have done nothing for the reputation of the industry and the people that work within it. You have an opportunity to introduce a concept that can position you away from your competitors.
'Because it's right' can drive everything the company stands for and delivers. From legal advise, to an honest appraisal of the market, you can gradually create a meaningful and relevant space in the mind of your consumers. 'Because it's right' can be the cornerstone of your company, an essence that we all look for in our daily lives. We all seek an element of honesty; simple truths that allow us to make comfortable decisions.
UNIQUE SPIRITUAL PROPOSITION
'Keep Moving'
Our generation is totally different because we are tied down to our Blackberry, home computer, microwave, remote controls, cell phones and even our electric toothbrushes. Life is easier and we do not have to produce much effort to get everything we want in our lives. Keeping your pond moving is one way to help improve the quality of the water.
Creating movement adds more Oxygen to your water, preventing stagnation. A stagnant mind, like a stagnant company, is characterized by 'a lack of development, advancement, or progressive movement'.
'Keep Moving' is the unique spiritual proposition that underpins our business. It will help define both our customers and the industry. We are committed to advancing everyone's understanding of the industry. Becoming part of LS is a way of staying connected, being kept informed and investing in a positive future for all. This must be seen as a regional challenge, not just the challenge of one organization.