Buildertrend
Brand Remodel: From Startup to Industry Leader
Companies that are industry leaders often have a unique problem: success.
Buildertrend, the leading construction management software company, made a name for itself by empowering professionals who love projects, but hate the tedious management involved.
In a short time, Buildertrend’s platform became more sophisticated and its need for additional staff continued to grow. However, as the company matured and evolved, its brand did not. With a brand exuding the personality and feel of a startup rather than a highly motivated, innovative company, Buildertrend’s position as industry leader became susceptible to a weakened industry presence.
As businesses grow and evolve over time, it’s imperative their brand do the same. However, keeping focused attention on brand strategy while trying to build a thriving culture, effective product and loyal customer base can be incredibly challenging. Buildertrend recognized a need to re-evaluate its vision, mission and overall brand strategy in order to continue dominating the industry. This bold, innovative company had built a highly motivated internal culture and a powerful, industry-changing product. It was time to bring its brand to the same level. Its delicate cloud icon and soft logotype needed to communicate that same competitive spirit and customer-empowering appeal. It needed a remodel.
First, the Daake team engaged employees across Buildertrend using an organizational psyche test. This simple survey helped to uncover core truths of the company, including advantages and challenges, as well as current beliefs about the brand and the company.
From there, Daake guided the company’s leadership team through a strategic process to strengthen the brand’s foundation.
Through exploration and discussion, an evolved vision, mission and other core brand elements were established.
As part of the rebrand experience, a new tagline emerged: A Better Way.
This statement expresses Buildertrend’s commitment to creating a better way to manage your construction business; a better way to renovate your home; and a better way to work and live. From voice and tone to graphic elements—and internal policies and practices—the new Buildertrend brand further supports this promise.
Regarding the Logo:
Shifting Buildertrend from a softer brand feel to a more bold and courageous statement, the new brand identity maintains subtle notes of the old logo while adding a dominant logotype and color treatment appropriate of an industry leader. The icon brings together the past and future. It features a san serif “b” and “t” with a forward slash, a nod to its tech roots. The icon also features the subtle shape of a screw head, which is a direct tie to the construction industry it serves. Modern and energetic, the new logo helps solidify Buildertrend as the tech leader in the residential construction industry.
Equipped with a clearly defined brand foundation and detailed set of guidelines and identity elements, Buildertrend has a system of tools to help effectively elevate its brand in the minds of both internal and external audiences, further positioning the company for sustained success.
