Project Scope
Accommod8u is a rental company based in Waterloo, Ontario. Their new brand purpose emphasizes their commitment to social sustainability and catering to a diverse demographic.
Project
A new strategy to signal the evolution and accommodate the changing landscape and audience while leveraging its established market presence.
Road Map - Part 1
Following is the process for the road map part 1. I have divided the strategy into two parts. The first part focuses on developing the brand strategy, and the second part focuses on implementing the brand identity.
The first step in developing the brand strategy is to facilitate and conduct a thorough analysis of the market, competitors, and target audience. This will help to create the new statements.
Facilitation — Connecting and listening
After conducting client consultations, it has been concluded that the company's main focus is on developing integrated communities that target young professionals and young families. The company's strategy puts a strong emphasis on combining commercial and residential spaces to create a well-rounded living experience. The brand's core values revolve around community development, customized solutions, and social sustainability.
Purpose — Redefined the brand statements
MISSION:
The mission conveys their positioning as a cornerstone in Waterloo, their emphasis on modern solutions, and our commitment to social sustainability.
"At Accommod8u, we’re more than just housing - we’re a cornerstone of the Waterloo community. Nestled near the hubs of knowledge and innovation, our properties offer modern solutions tailored to our diverse residents. Every step we take is rooted in our commitment to social sustainability, ensuring a safe, inclusive, and vibrant community for all."
VISION:
The vision paints a picture of the future we aim to create, emphasizing the connection between residents and the innovation hubs of Waterloo.
" Imagine a Waterloo where every resident, from the budding student to the young family, finds a place they call home, right at the heart of the city’s pulsating innovation centers. That’s the future we’re building at Accommod8u - a connected, modern, and socially sustainable community."
PURPOSE:
The brand purpose emphasizes the diverse demographic we cater to and our commitment to social sustainability.
"To offer modern, inclusive, and strategic housing solutions that cater to Waterloo’s vibrant community of young professionals and families, all while championing social sustainability."
Analysis and Research
Based on our analysis and research for the brand strategy, we have identified crucial insights and brand attributes that have guided the development of our brand goals and positioning. These insights and attributes form the foundation for creating a unique value proposition and establishing a strong brand voice and positioning.
Goals — Impacts
The goals clearly highlight the strategic location, modern quality apartments, and social sustainability initiatives.
Goal 1: Diverse Demographics
Create housing solutions that cater specifically to young professionals, and young families.
Goal 2: Strategic Locations
Continue our emphasis on properties near key destinations, offering residents access to Quantum Valley, R&T Park, and the University of Waterloo.
Goal 3: Modern Over Luxury:
Prioritize the delivery of modern, quality apartments over sheer luxury, offering a broad range of options.
Goal 4: Champion Social Sustainability
Promote affordable housing, community engagement, inclusive design, safety, recycling, local business support, and cultural sensitivity.
Solutions
How did this part 1 road map help ACCOMMOD8U's brand evolution?
The brand has developed the brand values of holistic community development, understanding its audience, sustainability, flexibility, collaboration, and addressing genuine community needs.
Holistic Community Development:
The brand emphasizes creating an integrated community where residents can both live and work. This is evident from their approach to blend commercial and residential spaces, ensuring that the needs of the residents are met within the community itself.
Understanding and Catering to Specific Demographics:
The brand is keen on understanding the nuances between different types of students and young professionals. They aim to provide tailored solutions that cater to the specific needs of these demographics, ensuring that their offerings are relevant and valuable.
Sustainability:
The mention of "social sustainability" suggests that the brand values creating communities that are not just built for the present but are sustainable and beneficial for residents in the long term.
Flexibility and Adaptability:
The discussion about potentially separating commercial aspects and adjusting their approach based on feedback indicates that the brand values flexibility and is willing to adapt its strategies to best serve its target audience.
Collaboration and Feedback:
The conversation's interactive nature, with the team taking feedback and considering adjustments, indicates the value of collaboration and a willingness to iterate based on input.
Addressing Community Needs:
By considering additions like daycares and other commercial entities that cater to community needs, the brand showcases its commitment to genuinely addressing and fulfilling the requirements of the community it serves.
Results/Impact
While implementing the new brand strategy, the current challenge is that the internal transformation with employees is crucial.
For the internal team, the transition can be a mix of excitement, confusion, and concern. Here's a strategic plan on what to do for the internal team during a rebrand:
— Internal Announcement
— Communication Plans
— Training and Workshops
— Rebranding Toolkit
— Involve Employees in the Roll-out
— Address Concerns
— Update Internal Assets
— Celebrate Milestones
— Feedback Loop
— Reinforce the Brand
— Maintain Morale
— Review and Adjust
This helped create the Brad voice based on the internal team's comments, feedback, market research, and analysis. The goal was to develop a unique and compelling brand voice that resonates with the target audience and sets the brand apart from competitors.
Our Voice
Approachable and Welcoming: Accommod8u's voice is friendly and inviting, making everyone from students to families feel at home. It's like a warm, knowledgeable neighbor who's always ready to help.
Professional yet Personable: While maintaining a high level of professionalism, the brand also shows its human side. It's not just a corporate entity; it's a community member that cares.
Clear and Informative: The brand communicates in a way that is easy to understand and informative, ensuring that important information is conveyed clearly and concisely.
Positive and Optimistic: The voice carries a sense of positivity and optimism, reflecting the brand's forward-thinking and innovative spirit.
Community-Centric: The language used always ties back to the sense of community, emphasizing collaboration, connection, and mutual growth.
Stay tuned to see the updates of part 2 of the road map in the next couple of months!
