Branding 4 Building Pt. 2

Last week, we talked about the importance of branding your building or real estate development project. These assets need to be marketed just like any other in order to bring you the maximum ROI. This week, we are taking it further and breaking down each step you will need to take in the building branding process.

When it comes to branding your build here are several things to consider:

1. Layout what the business goals and objectives are for the building or development project.

2. Determined the ideal target tenant for your building.

3. Come up with a unique name where you can reserve your URL and own the intellectual property around your name.

4. Develop your brand look and voice, and position it to appeal to your target tenant.

Here’s an examples of how mood boards can help define the look and feel of a building to help begin crafting the building’s brand, which will appeal to your target tenants:

Revolution 3600

Moodboard Graphic Design Look and Feel


Moodboards Graphic Design Look and Feel

5. Develop a message and content that is going to connect with your ideal target tenants.

6. Create an engaging website and campaign that will capture the attention of those targets and get them to take notice.

Here are some examples of building branding websites and sales materials: 

Marketing material book graphic design

Website design Graphic design

7.  Pro-actively get the word out to your targets, as well as the brokerage community and general business community, through targeted touchpoint campaigns, PR and social media.

8. Track and measure the effectiveness of how well you are doing in getting those leases signed and/or other key measures against the laid out goals and objectives and the beginning of the project.

Make sure you successfully brand your building or development project to help and ensure that you are going to reach your business or project goals and objectives. Brand Iron is a strategic, technology-driven brand and enterprise value creation agency, that works with you to reach your specific business goals. Contact the branding experts at Brand Iron today to create the best identity for your building.

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#Branding4Buildings #Branding #Marketing #RealEstate #Construction

Branding 4 Buildings

In today’s competitive landscape, it isn’t enough to just construct a building and hope it gets filled, you have to brand and market it (like any other product or company) to get it filled and get the desired lease rates.

Buildings need to be treated like any other asset or brand that you have. You need to seperate yourself from the competition, define how and why your product is better and figure out the best way to show and tell that story. Part of telling your building’s story is the naming of the building. That means coming up with a name that stands out, is unique – one where you can get the intellectual property rights, including a nice, easy-to-remember URL.

Developing a strong brand for your building means that you need to write a brand story that connects with the ideal target customer. This story will help convey the value of your property and as a result assist with the filling of the property.

Whether it’s an office in the central business district (CBD), a medical office building (MOB), or any other building, the property should be named, branded and packaged accordingly to your target customer. Branding for buildings is all about how to successfully brand, package and market your building to meet your desired goals and objectives.

Brand Iron is a strategic, technology-driven brand and enterprise value creation agency, that works with you to reach your specific business goals. Contact the branding experts at Brand Iron today to create the best identity for your building.

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What Makes a Thought Leader

Brands today struggle to stay relevant in the eyes of the consumer. Consumers are so used to being advertised-to that ads hardly phase them. They don’t want to give just any company their business, they want give the their business to the best company.  This is when becoming a thought leader is beneficial to brands.

A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought after and often rewarded. Sure that may sound like a great goal to have for any brand, but how to businesses achieve this level or status? It may be easier than you think.

Content creation and publication is key to positioning your brand as an industry thought leader. By creating educational, interesting and helpful articles, and having them published on a blog or better yet, on a media outlet, you can show your target audience that you are an expert in your field and that they should come to you for the best service or products.  But you can’t just create content for the heck of it, there are a few rules.

1. You Must Actually Work In The Industry That You Are Commenting On

A brand that works in the insurance industry can’t just start writing articles on best practices in the field of technology startups. To be an expert in your field you must first be in that specific field.

2. Self-Promotion Will Ruin Your Credibility

The thing about being a thought leader is that people will only look to you for advice or knowledge if they think that you are providing it for the sake of education. If your content appears to be only promoting your brand’s goods or services, consumers will see right through your veiled attempt at advertising and ignore you.

3. Keep It Relevant

Try to only create content around topics that are relevant or even mentioned in mainstream media. This will help increase your thought leadership by showing your audience that you are trying to educate them on items that they need to know now.


Want to become a thought leader in your industry? Let the content strategy experts at Brand Iron help you create a plan that will have your desired audience seeking you out for the best information and service. Contact Brand Iron today for more information.

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Baceline Investments Announces $125 Million Credit Facility with KeyBank

We are proud to share some big news from one of our clients, Baceline Investments LLC. The company, which is a private real estate investment and management company with neighborhood lifestyle centers throughout the Central United States, recently announced the establishment of a new syndicated loan relationship with KeyBank National Association.

KeyBank National Association is the lead bank in the $125 million senior secured credit facility for the Baceline Income Property Holding Company, LLC. The syndication is comprised of national and international banks. The facility includes an accordion feature to increase the loan commitment up to a maximum of $250 million, providing flexibility as the portfolio grows. Proceeds from the facility will be used primarily for acquisition purposes.

In December, 2017 Baceline completed a $153 million recapitalization with KeyBank, including 27 properties, creating a new income-producing investment vehicle for Baceline’s investor base.

“The facility partnership with KeyBank National Association is an exciting milestone for us and elevates Baceline to a new level, providing a strong foundation and framework for future growth,” said David Puchi, Baceline’s Managing Partner. “Our longstanding relationship with Key ensures that we are able to grow our portfolio of stable, income-producing properties to 200 properties over the next 3 to 4 years. The resulting portfolio will be perfectly positioned for a favorable public or large scale private institutional exit.”

Baceline’s investment niche focuses on holdings in the country’s heartland and is designed to benefit investors who seek to earn consistent, meaningful levels of distributable income from their investment portfolio. Their properties focus is on neighborhood shopping centers that offer everyday goods and services to local communities.

We are always proud when one of our clients makes strides to ‘Achieve Their Anything’. To learn more about how Brand Iron can help your business reach the next level of success, contact us today!

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Brand Champion: USA Men’s Curling Team

February’s Brand Champion is the USA Men’s Curling Team. 

Brand Champions have a few distinct characteristics that set them apart from the rest of the pack. They inspire others and believe that anything is possible. That’s why February’s Brand Champions are the USA’s men’s curling team!

No one expected the men’s curling team (especially since they’ve never won a medal at the Olympics) to accomplish much of anything. So when they got off to a slow start, judges and spectators alike were not surprised – in fact – it was exactly what was expected. Yet, when the team went on to win 3 high-stakes matches, against teams who’ve had much more success in the past, people started to take notice. The team continued to shatter all expectations when they beat power-house teams, Canada and Sweden; resulting in not only their first curling medal, but a gold medal at that.

One of the best things about this team and their story is that these are normal guys, not just athletes. They work normal jobs – Monday through Friday – like the rest of us. They are true red, white, and blue Americans, living the American dream. People like to root for the underdog and these unlikely heroes are humble, approachable, and representatives of America in the best ways possible.

In a time where controversy seems to surround sports. They had all of America rooting for them, uniting a country with an obscure sport and surprising success that resulted in their first gold medal.

By any definition, the USA Men’s Curling Team members have truly become Brand Champions on an international level!

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#BrandChampion #USAMen’sCurling #OlympicsPyeongchang

Sometimes, Simple is Better: One Color 3D Design and Responsive Logos

One Color 3D Design and Responsive Logos.

At Brand Iron, we talk a lot about differentiating brands from the competition. One way to make your mark is to show how creative your brand can be. With design trends constantly evolving, it can be hard to keep up. So far, 2018 has been about bold colors that make a statement. We’re seeing conservative companies evolve their look to incorporate more vivid colors and people are responding positively to these shifts and progressions.

One Color 3D Design

Timeless creative is difficult but the recurring trend that we are seeing is making it easier to stay competitive. Monotone, 3D, design is making a bold statement at the moment.  We’ve seen an influx of bright colors ruling the scene, paired with flat graphics creating a cohesive look. It is a simple, yet powerful statement that catches consumers’ eyes.



The biggest dilemma with creative creative, is that it’s over complicated and the brand message gets lost underneath heavy layers of design. With one color, 3D design, the product is always the main focal point. By only incorporating one or two colors with 3D aspects, brands can add great depth to the image, keeping their audience’s attention.

Responsive Logos

Playing on the same theme of simplification, responsive logos are a trend that is taking off. We’ve already noted the shift to the semi-flat design, which has transformed overly intricate designs to flat graphics. Now the idea of responsive logos has really kicked off. Joe Harrison published an interesting experiment that presented the idea of simplified versions of logos to fit with different sized screens, windows or devices (

Designing for versatility, it just makes sense.

Brands are altering their logos based on the size of the image or screen they are presented on. Creating a more simplified logo integrated throughout different marketing material as a subtle touch is more digestible.


Contrary to popular belief, slight adjustments to your logo does not negatively affect your brand identity. It shows an evolving brand that is willing to incorporate new trends, embracing new technologies that rise with the times instead of fighting against them.

We are all about making your brand stand above the rest with creative that gets results, but is also evolving with the current trends. We love the idea of simplifying design (when necessary) and delivering a cohesive look throughout every aspect of the design. If you need help adjusting your brand’s creative Brand Iron is here to help. Visit or call 303-534-1901 to see how our creative team can bring your brand story to life.

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#GraphicDesigner #ResponsiveLogo #OneColorDesign #3D

Super Bowl Ads: Hits and Misses

At every Super Bowl, there are winners and losers, and we’re not just talking about the football players. Brands are also competing, not for a trophy, but for viewers’ attention. Each year there are over 111.3 million viewers tune in, making Super Bowl Sunday an epic opportunity to advertise your brand to the public.

1. Tide: “It’s a Tide Ad”

Tide and David Harbour had everyone fooled. The pair teamed up to poke fun at every stereotypical Super Bowl commercial in every product market. Not only did the ad convey the brand’s core message, that your clothing will be spotless if you use Tide, but it also had viewers wondering if each subsequent commercial was actually going to be a Tide ad rather than what it seemed to be.

2. Amazon: “Alexa Lost Her Voice”

Often times, brands get so caught up in making people laugh or showing off their celebrity ambassadors that they forget to show the audience the product, service or brand they are advertising. Amazon managed to do both of those things but still keep the commercial focused on the product and that’s why this ad worked so well. Bringing in relevant celebrities to voice Alexa and make us chuckle is the perfect combination for a Super Bowl commercial.

3. Doritos/Mountain Dew: “Doritos Blaze vs. Mountain Dew Ice”

Both Doritos and Mountain Dew are known for their funny, eye-catching and sometimes absurd Super Bowl ads. This epic lip sync battle between two superstars, Peter Drinklage and Morgan Freeman, with cameo appearances from the artist who sing the featured songs, Busta Rhymes and Missy Elliot, showcases the opposing flavors of the sister brands’ new products while entertaining the audience.

4. Fabreze: “Bleep Don’t Stink”

Febreze takes one of it’s products obvious uses and puts a humorous spin on it. Although the product wasn’t actually mentioned, this commercial worked because the innuendo was clear. Dave’s “bleep don’t stink”, but yours does, buy Febreze.

5. E-Trade: “Old People Working”

This commercial is creative, funny and clearly delivers the call to action: open a retirement account. While this ad is really targeting a much younger audience than the ad portrays, having the elderly people be the subject of the commercial drives the point home while using a more humorous take on the advertising scare tactic.

Not every commercial can be a winner. There will always be Super Bowl ads that just miss the mark. Here are a few of the ads that didn’t perform as well as they could have:

1. Coca Cola: “Diet Coke Twisted Mango Groove”

This was cringe-worthy. The awkward dancing spokes girl made the viewers feel almost embarrassed for her and did not convey any real message about the brand or product, making this commercial a flop.

2. Bud Light: “The Bud Knight

Bud Light has been pushing the “Dilly Dilly!” ad campaign successfully since 2017. Although the medieval-inspired ads have been a consumer favorite for quite some time, Bud Light’s Super Bowl ad under the same concept did not do well. The ad felt tired and didn’t add anything new to the “Dilly Dilly” story that the brand has been telling.

3. Groupon: “Who Wouldn’t”

Although Tiffany Haddish is always fun to watch, this Groupon comercial wasn’t. The purpose of the advertisement was apparent and but the humor and story line that went along with it felt forced.

If you need help making your brand stand out, visit or call 303-534-1901 to get started.

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#marketing #advertising #superbowl #superbowlads #superbowlcommercials #branding

Crisis Communication 101

Any business is susceptible to crises, but it’s how you handle it that determines if you will overcome it or not. Since ignoring the problem is not the answer under any circumstances, your business will need to devise a plan ahead of time so that when disaster strikes, you’ll be ready.

Let’s go over some of the things that you need to do to effectively manage your crisis communications:

1) Proactively develop a plan long before or if you ever have a crisis that you need to manage the communications

2) Take a look at potential things that you may need to address such as job site accidents, job place violence, major catastrophe, etc.

3) Develop a communications strategy that explains what you would do if an incident occurred, how would you handle it, who would handle the media, etc.

4) Who would you call for help on how to handle the situation

5) Who would be the potential spokesperson to address the media if you needed to address and/or answer questions?

6) Once the incident occurs, meet as a team to address how to handle the situation

7) Put together a messaging platform with what you want to say, how would answer the questions and how you would handle potential questions and what the response would be

8) Put together a plan for follow-up questions and how you will handle them

Once you have put together a proactive plan on how to effectively handle a crisis communications situation, you, your company and brand can be prepared to handle whatever situation may occur.

If you need help developing an effective crisis communications plan for your brand, Brand Iron can help. Brand Iron is here to help! Visit or call 303-534-1901 to get started.

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#crisiscommunication #crisismanagement #communication #marketing #branding

Hope at Home’s New Website is Live!

Brand Iron is excited to announce the launch of Hope at Home’s new website! The website went live this month and incorporates their new brand image, positioning and messaging. Hope at Home is your preferred in-home, palliative and personal care provider, offering the Michigan residents a complete package of holistic care regardless of payor. Their mission is to improve the quality of life for their patients and families, employees and community.

Brand Iron worked closely with Hope at Home to develop a new brand, voice and tone for the website that embodies the mission of their company. Our creative team made sure to incorporate all the brand elements from the messaging into the new web design. Click on the like to take a closer look at their new site!

The new site marries the voice of Hope at Home with creative visuals, bringing new life to the brand. It was important for us to convey the core values of their company since these values are reflected in every other aspect of their work. The site map, color scheme, tone and visuals all complement brand. The website was designed with their patients, family members and partners in mind, allowing them to experience the brand and view their differentiated services. The site is visually easy to navigate and is strategically designed to educate the viewers without overwhelming them with content.

Prior to the website launch, Brand Iron developed and established Hope at Home’s new brand image, with a new name (previously Metro Health Care), revised their messaging & positioning, and created a distinct tone and voice for the company. Hope at Home’s brand now has a cohesive, strong, image that is apparent throughout all aspects of the company. It was a pleasure to work with everyone on the Hope at Home team and we can’t wait to see how your brand grows in the future. Congrats on the launch of your new site!

If you need help redesigning your company’s website, messaging, sales collateral etc. Brand Iron is here to help! Visit or call 303-534-1901 to get started.


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#newwebsite #hopeathome #webdesign #web #SEO #weblaunch

Good Creative Gets Results

Creative that sells.

We talk a fair amount at our firm about the vital role that creative plays in your branding and marketing efforts. Creative visually pulls your entire brand together. Great creative work isn’t just good because it’s cool, funny or hip, it can also increase user engagement and convey messages when done right.

Sometimes when creative work is too creative the messaging can get lost and it does not capture the brand’s story. What makes good creative work is its ability to get results by driving people to take action. Let’s take a look at a few elements that all great creative pieces have in common.

1. The creative work is engaging and grabs the attention of the consumers and gets them to take action.

2. It effectively conveys the brand promise and what the experience would look like if consumers choose to buy their products or services.

3. Creates a lasting impression on the consumer and stands out from the crowd. More brand recognition can mean great things for a brand.

4. Effective creative should speak to a specific target audience. Know who your customers and potential  customers are and develop personas of what appeals to them and develop creative that speaks directly to them.

5. Good work utilizes visual imagery, content and tones to create an emotional connection.

6. Great creative drives leads, first and foremost!

Now that you understand the elements that go into good creative and gets results, it’s time to engage, connect and drive leads. Brand Iron is a strategic brand and value creation agency that develops create creative that connects the brand and drives leads. To get started fill out the form below or visit and call 303-534-1901.

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#creative #graphicdesign #marketing #results