How we launched the BeWell House program for McStain

Marketing is where (and when) the rubber meets the road for brand. Where we put to the test our 5 key components of branding. 

Like our recent work with McStain and its healthier, environmentally-conscious perspective for building new homes.

Our approach was to take all of the remarkable qualities of these new homes and package them into a brand program to communicate effectively why these homes are better all around. And that’s just what we did with BeWell House.

What we know from decades of proven experience

Brands don’t come from thin air. Far from. Visionaries become entrepreneurs by putting rubber to road. There’s a friction that must happen for a brand to lift off.

That’s where the 5 key components of branding come in (as well as A+B1).  

Selling to your buyers’ aspirations.

Getting to know your audience has grown and morphed and is continually changing. 

But what’s next to gain a competitive market advantage when everyone seems to be using the same mix?

The answer: Getting to know your buyers’ aspirations. 

Giving way to the power of emotion in marketing

“A [person] makes a decision for two reasons – the good reason, and the real reason.” – J.P. Morgan

Think logically for a moment. What really drives our buying decisions? Especially ones that are quite costly – like a new car, or new home, or new masterpiece hanging on your wall. 

Is it safe? Is it well-made? Will it grow in value? Is it a good investment? 

When we say, “Yes,” to a purchase it’s not because of logical answers to those questions. Customers and loyal consumers purchase once, and come back, and again, because, “Hey, if it feels good…” 

It’s about the emotion behind the purchase.

Brand strategies evolve to empower the (digital) way forward

The world has changed. 

How our customers and clients research, shop and interact with brands is forever different. 

E-commerce and streaming services are the new normal (if they weren’t normalized as part of our day-to-day already).

A new “Brand normal” is what the marketplace expects. 

What does that mean for your business?