Cordsen Construction

Design

Let's get started with our visual branding, which will frame all our other communication.

Logos

The Cordsen logo creates a memorable mark to help customers recognize the brand. We will use it in two forms.

1. The primary logo
2. The icon

Always use the logos provided. Do not alter the logo in any way as shown on the right.

Never add drop shadows, change the color, disproportionately scale, outline, or separate elements of the logo. The logo should not be modified in any way from the original.

This is not a comprehensive list but are the most common mistakes made when using a logo.

You can download logo files to use in communication and materials. If you want to use the logo in a large format, please reach out for a high res version.

Colors

The color palette for our brand should be consistent.

Our primary colors include Cordsen Clay and Slate Blue.

Light Gray and Dark Gray are used as neutrals and will serve as the
background for most of our branded collateral.

Use these color swatches and codes to ensure an accurate match each time.

Fonts

Inter is a variable font family carefully crafted & designed for computer screens. We will be using it in Bold and Regular weights for our brand.

Inter is available to download at fonts.google.com/specimen/Inter

Imagery

Imagery plays a significant role in conveying the warmth and intentionality in our brand.

Home builder

Use images of individuals or families expressing love or joy, especially when interacting with their home. The demographic should range from late 20s to 60s. Subjects should be candid, not posed.

Use images of in-progress and completed exteriors, interiors, as well as high quality renders.

Developer

Use images of machinery, work in progress or work completed. Be cautious with stock images that may involve equipment not relevant to our specific developers services.

Beauty + quality

We don't need to be shy, we make beautiful things.

We'll put them on display for potential customers to enjoy and curate. When potential customers see our brand, we want them to say, "I like their style."

Key strategies include

• Strategic Pintrest boards
• Light instagram testing
• In-depth design case studies
• Simple but substantial project/investment reports

This means we need to up our game on taking quality photos both during the process and after completion.

Message

As we tell the Cordsen story there will be many different subplots. That is why it is vital to delineate between the primary and secondary messages.

Primary Message

We are a family-owned home builder and developer based in the beautiful Texas Hill Country, built on the foundation of leadership principles and family values. These are at the core of everything we do.

We are laying a strong foundation under families and investors by building quality, energy efficient, beautifully designed properties that last.

Secondary Messages

Secondary messages are like subplots in the Cordsen story. They may be the focus of specific content, designs or campaigns, but they support the primary message.

• We build each homelike it was our own.
• We build with your future in mind. We pay attention to every detail to give you quality that will last and a home you'll love.
• The right home gives your family a solid foundation for the future.
• From the teams we develop to the craftsmanship with which we build, excellence is the standard.
• And we're not just building homes - we're building people. Our mission is to take care of the people we serve and make their lives better through honest communication, quality products, and working with excellence.
• Every person matters - from the buyer to the investor, from the guy that pours the concrete to the guy that takes out the trash.
• We have a vision to support Christian missionaries locally and internationally by using a portion of our profits to fund strategic work around the world.

Voice & Tone

When we communicate across mediums like email, social media, web and face to face, we want to speak with a consistent voice and tone

Our brand voice can be framed through paired characteristics.

• Confident but not bravado
• Grounded not too serious
• Motivated but not pushy or panicky
• Clear but not simplistic
• Inspirational but not exaggerated
• Empathetic but not emotional

Overall we communicate in a tone that is honest, positive and conversational. We should sound like a friend giving good advice.

Connection Story Arc

We are telling a story. Our customers are the main characters and we get to play the role of the guide on their journey toward great property.

Whenever creating content refer back to this brand script for language guidance and inspiration.

Personas

Let's dive into our three potential customer groups

Residents (buy/rent)

This customer group includes two personas, one for single family homes and one for multifamily developments.

Investor

Our investor persona is looking for a solid investment option in the Austin are.

With this audience we can cross promote Foundational Investments content.

Developer

We're still creating this persona

The Journey

As we engage with our customers, we must be aware they are on a journey and engage them accordingly.

Awareness

A prospective buyer, renter or developer is experiencing and expressing symptoms of a problem or opportunity. They’re doing research to more clearly understand, frame and give a name to their problem.

They’re looking for educational content to help them answer some of their questions and concerns: think posts, guides, how-to webinars and other social content.

Consideration

They have now clearly defined and given a name to their problem or opportunity. They’re committed to researching and understanding all available approaches and methods to solving their problem or opportunity.

Create content that positions us as the guide. Demo videos, case studies and FAQ articles are great resources to build relationships with our audience and establish trust between them and Cordsen.

Decision

A potential customer has now decided on their solution, strategy, method or approach. They’re compiling a long list of all available vendors and products in their given solution strategy.

They’re researching to trim down this long list into a short list and ultimately make final purchase decision, and that final purchase decision could be us.

We want to provide them resources such as free discovery sessions or worksheets that facilitate the same discovery process. We can write articles or create videos to provide education on our products or services.

Ownership

Our customer is moving into their new home, an investor is taking possession of the new property or a developer is continuing a project we played a critical role in.

Their primary needs in this stage are support, clear communication and confidence everything is good to go. If it's their first time working with us, they might have a lot of questions.

Effective content for the connection stage includes automated reminders, FAQs, walk-through videos, automated thank you messages, success stories, troubleshooting guidance.

Promotion

They love living in their new home and want to share.

And we want to make sharing easy.

We can ask for testimonials and offer incentives for referrals.

Our social accounts will follow all our customers and be mindful to engage when they share about a project or property.

Social

We will take a focused approach in our social media strategy. Our content and engagement on each platforms will be set by the goals we set.

FB / Insta

• Goal: Explain who we are if someone lands here before the website.
• Action: Just enough content for people to experience our style.
• Goal: Drive traffic to buyable properties.
• Action: Run ads for current and upcoming properties.

Pintrest

• Goal: Potential homebuyers experience our designs.
• Action: Curate portfolios of work.

LinkedIn.

• Goal: Cultivate investor and partner relationships.
• Action: Content focused on projects and investments.

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