First American Title x FirstAm IgniteRE™ Brand Building
Project summary
Co-developed a brand identity from scratch for this new solution. Developed a marketing story that tells the audience-specific narratives and positioning statements about FirstAm IgniteRE. We focus on the value, adoption, and retention of our technology solutions to drive growth.
To tell a story, you have to make a story.
Project goal
We translate learnings from product teams to align the core product stories behind our technologies. Building a tangible document showing the written and visual narrative allows us to create from internal purpose to deliver technology that provides a customer-obsessed experience and customer-focused communications. Ultimately, creating marketing stories for our technology takes us from storytelling to story-doing.
Hypothesis
If we develop a marketing story, then we can delight our audience to ensure our messages resonate with their needs and equip internal stakeholders with knowledge about our technology offerings.
-Allows us to speak to customers in a way that indicates we’ve done the work to know and deeply understand them and their needs.
-Our sales reps need to intimately understand our product offerings and their story to convert leads and increase market share successfully.
Implementation of strategy
Before bringing FirstAm IgniteRE to market, our team created this new solution’s brand voice, visual identity, and narrative. The components we focused on:
Main message
Crafting an elevator pitch to concisely explain what the technology and/or each capability is. .
Value propositions
Developing competitively positioned talking points to explain why the technology is great validated by the Product Owners.
Creative guidelines
Creating content and visual guidelines to ensure a consistency is maintained for the technology’s messaging and imagery.
Point of view
Providing a realistic context to our technology products and services considering both internal (sales representatives) and external (real estate professionals) perspectives
Results of strategy
We’ve positioned each capability to communicate its own unique story that also connects to the wider narrative of FirstAm IgniteRE as a broader solution.
Concluding findings
The success lies in the creation of the FirstAm IgniteRE marketing story itself. It’s the foundation, the blueprint, for which all our communications for FirstAm IgniteRE begin. It weaves together the facts (what it is) and the emotions (different perspectives, why it’s great). But the success also lies in that there is STILL work to be done. This marketing story is just the beginning of our storytelling. It continues to evolve – it’s a living document. We have to continue to develop our visual and written narrative and be agile to respond to the needs of our customers.
Creating a marketing story that is a tangible document serves as both a precedent and valuable framework for how we can look at other First American Title technologies in the future. We are proactively evolving our communications to tell the right story on the right channel in an engaging and meaningful way. Through this, we can work effectively against the competition to help grow market share.
>> Copywriting
>> Brand Identity Development