B R A N D S T R A T E G Y 1
BrandStrategy
Your brand strategy is a summary of your brand’s
mission, values, and goals; and an outline of what
we’ll be working on together.
This is the foundation of everything we’ll be
doing together, and the path for your brand going
forward!
L P C C O N S T R U C T I O N L T D
B R A N D S T R A T E G Y 2
Brand Core
What You Do
What You Give
Why You Give
Your Brand Needs
LPC Construction Ltd. serves individuals who
value artisanal crafts, quality work, and who are
environmentally conscious by providing high-
quality renovation work that is high-end and
preserves original materials while staying true to
the original structure, so that these individuals
can have peace of mind and comfort knowing that
the work was done well and with integrity.
You provide high-quality renovation work at
small and large scales, while preserving original
materials and staying true to the original
structure. You provide high-end work in an
honest and trustworthy way, and prioritizes
helping the client feel comfortable and taken care
of throughout the entire process.
You give your clients not only high-quality and
high-end work, but comfort and security by
prioritizing them and your relationship with
them. You make it your aim to be relaxed with
them, even through problem-solving. In addition,
you give the value of quality artisanal work
through the preservation of historical materials
and the use of traditional building elements.
You give in this way because you believe in the
importance of effecting people in a positive way.
Your business is not just about making money
- it’s about building long-lasting and trusting
relationships with your clients.
Your brand needs a unified and consistent visual
identity that showcases the mix of traditional and
modern elements used in your building practic-
es. Your environmentally-aware element should
be showcased as well, and everything should be
done in a way that ties the roots of the business
to its current evolution towards renovations and
high-end work.
The primary logo needs to be a visual represen-
tation of what is offered by the business, and not
just be an abstract symbol or wordplay on the
name.
The overall style should be clean, modern with
elements of traditional, and use a neutral color
scheme. Any patterns should bring in natural tex-
tures like the traditional building materials that
the businesses uses regularly.
Y O U R B R A N D S U M M A R Y
B R A N D S T R A T E G Y 3
Your Functional Purpose Your Intentional Purpose
Your functional purpose is to provide renovation work on small and large scales, to offer high-end construction, and to preserve historical materials in residential homes while staying true to the original structure; and to do it all in an environmentally-aware way.
Your intentional purpose is to celebrate and showcase
traditional skills and building practices and materials
through the work you do. In addition to this, your
goal is to impact people positively through your busi-
ness-client relationships and develop those relation-
ships into the future.
Y O U R P U R P O S E
B R A N D S T R A T E G Y 4
Why does your business purposematter to you?
Always remember why you do what
you do in order to lead your business with
that same passion.
Your business purpose matters to you because you’ve
seen plenty of bad work that negatively impacts home
owners and their homes - and your mission is to pro-
vide the high-quality work that those home owners
are looking for, while respecting the integrity of orig-
inal structures.
In addition to this, your use of traditional skills and
methods has the opportunity to be utilized and show-
cased, which has quality on its own; and gives you
the opportunity to educate your clients about best
and traditional building practices and methods.
Overall, you value honesty, trust, relationships, and
making a positive impact on others - and these core
values are important fuel for the entire business!
B R A N D S T R A T E G Y 5
Who is your target market, and whatmatters to them?
Knowing who your target market is and what
matters to them allows you to mindfully lead your
business with your audience in mind.
Your general target market is wide - comprised of
residential home owners in need of renovation work.
More specifically, the people you are targeting are
individuals who value artisanal crafts, environmental
awareness, perserving historial materials in their own
homes, and who value business-client relationships
that are based on trust.
One of the biggest things that matters to your target
market is being able to trust their contractor and
to have peace of mind throughout the renovation
process. There are commonly worries about finances,
logistics, and trustworthiness when searching for a
contractor, and LPC Construction Ltd. answers all
those needs and provides comfort to those clients
who have initial worries.
B R A N D S T R A T E G Y 6
Understand who your target market is, inside and out,
so that everything you share and do is tailored for them
High-Quality
Renovation
Modern
Environmentally-Friendly
Sustainability
High-End
Trustworthiness
Preservation
Your Target Market’sBuzzwords
B R A N D S T R A T E G Y 7
What matters to you and your target market?
This is where what matters to you and what matters to
your target market overlaps
W H A T M A T T E R S T O Y O U W H A T M A T T E R S T O T H E M
- High quality work using
traditional materials and methods
- Educating clients on best and
traditional building practices
- Making a positive impact on others
- Finding a quality contractor who
can do the reno work excellently
- Artisanal crafts and the concept of
traditional skills
- Feeling comfort and safety with
their contractor
B R A N D S T R A T E G Y 8
How do you profit?(Explanation of previous page)
Embrace the overlap between your passion + purpose
and what your target market is in search of
Your target market’s needs and your offerings overlap
perfectly - especially when it comes to your clients’
need for comfort and reliability with their contractor!
Your emphasis on business-client relationships and
establishing trust is one of the most important aspects
of your business - if not the most. In a world where
fast and cost-effective building is the priority, LPC
Construction Ltd. stands out by prioritizing the
client even down to their emotional need for peace
of mind.
Because you are not only providing a quality service
through renovation work - but providing the
emotional quality of comfort and peace of mind - you
are set up to profit at a maximum level.
All people respond the most deeply and directly to
core needs related to the heart, with practical needs
being secondary. Your business answers both in the
most high quality way!
B R A N D S T R A T E G Y 9
Who is your competition, and how do you stand out?
No matter what, always be yourself and own what
matters to you
Your competition at a broad level is comprised of
North American builders who prioritize speed in
building. Low-cost, efficient, and fast builds typically
win the day.
Your local competition has more emphasis on eco-
friendly builds and honest service and overall value,
which is closer to your own business.
You stand out by offering a combination of what the
local businesses offer, through environmentally-aware
practices, high quality work, honest service, close
business-client relationships, and quality over speed.
You easily set yourself apart from the broad
competition, as your target market is looking for
quality more than speed. With your local competition,
you stand out by collectively offering the key
elements that they offer, and also by emphasizing the
preservation work that you do of historical materials,
and the way in which you use original materials as
you stay true to original structures.
B R A N D S T R A T E G Y 1 0
Always keep these buzzwords in mind and in check,
as they are the cornerstone of your business
Environmentally-Aware
Honesty
Artisan
Traditional Skills
Reliability
Relationships
High-End
Quality over Quantity
Your Brand’sBuzzwords
B R A N D S T R A T E G Y 1 1
Now that we’ve gone over the specific identity and needs of your business, we can think about how to further develop your brand on a visual level!
The following page showcases your color scheme and includes the reasoning behind each color choice.
In so many cases, color theory clearly lays out the right path for a branding project, since the colors chosen clearly communicate an idea or value to the viewer.
In this case, I’ve chosen colors that clearly rein-force the mission, identity, and purpose of the brand!
TheColor Scheme
B R A N D S T R A T E G Y 1 2
T H E C O L O R S C H E M E
Green conveys the concept of being
environmentally-aware - but this
shade keeps a safe distance from
the more overly-used neon greens.
In addition, this muted shade is
more mature and reflects the high-
quality and high-end nature of the
brand.
Green also conveys safety, which is
important to the brand! Clients are
safe with the business, and that is
conveyed through this color.
This dusty green is a variation of
the primary green, and is a shade
that would be complimentary to
the primary.
This lighter tone brightens the
scheme and helps the scheme go
more in a modern direction.
This warm gray is a variation of
white, which conveys purity,
perfection, and safety.
The warm shade adds an element of
approachability that characterizes
the brand. Together, the warm
gray and deep green are reflective
of the colors of nature and contrast
and complement each other.
In addition, this shade represents
the color of lime plaster.
This dusty brown is another
complementary shade that works
well with the lighter gray!
This deeper color also represents
the color of lime plaster, and
brings in that concept from a color
perspective.
D E E P G R E E N D U S T Y G R E E N W A R M G R A Y D U S T Y B R O W N
B R A N D S T R A T E G Y 1 4
Visual Inspiration(Mood Board)
In the following mood board we’ll be focusing on aes-
thetic, typography, and tone (as well as color). These
are the cornerstones of your visual brand!
Your overall aesthetic should be clean, refined, mod-
ern, and traditional. The primary logo should be made
up of a symbol with the title - and the symbol should
carry the meaning and mission of the business.
The typography should be comprised of traditional
serif fonts that have a slight handmade feel to them,
the convey the idea of the artisanal work that the
company does!
In addition, the traditional typography should be
complemented by modern, sans-serif typefaces to
bring in the concept of modernity.
Colors and/or textures of lime plaster should be used,
conveying the original roots of the business as well as
the work that is currently done, as well as to bring in
warmth to the overal visuals.
B R A N D S T R A T E G Y 1 6
Our GoalFor This Project
Remembering our common goals will help keep
us both on track!
You have a strong business with a loyal customer
base, and what is needed now is a visual brand that
unifies the different aspects of what is offered and
that represents the evolutionary change and growth
of the business.
Our goal as we work together will be to tie together
the modern and traditional elements of the brand, and
represent those in a way that is true to the core values
and identity of the business.