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Anthony Tiritilli, founder, president and CEO of Irongate Land Company, walked into our office one day with two things: a new logo for his month-old company and a deep-seated desire to build, in his own words, “market-defining real estate developments.” A native Chicagoan, Tiritilli had a vision for what the ideal urban/suburban lifestyle should offer. But he didn’t know quite how to articulate that vision in a clear and compelling way that would strike a chord with homebuyers, strategic partners and his own employees. Furthermore, Irongate was limited in time and budget. So Tiritilli enrolled his executive team in TJ’s one-day Brand Boot Camp.
“It was a great way to get us all in the same room at the same time focusing on the same thing … the Irongate brand,” said Tiritilli.
“Because of Taylor Johnson’s objectivity and marketing experience, they knew how to get us to where we needed to go quickly and to keep the discussion relevant. And the first thing we did, with their urging, was to deep six our logo. It said nothing about our brand.”
Shortly after the Boot Camp, TJ returned to Irongate with a two-hour
PowerPoint presentation and discussion of the Brand Strategy, which has
served as a blueprint for Irongate’s rollout. Early on, the brand has
been reflected in marketing communications, employee relations and the
creation of new positions and titles within the company. Tiritilli and
his team have made a commitment to “living the brand” – a brand which
was there from the start, but was revealed and authenticated as a result
of the Boot Camp and follow-up exercises.
Once Irongate had buy-in on the brand, it retained TJ to serve as a de
facto marketing department for the pre-development stage of its early
projects. In this role, Taylor Johnson has provided the
following services:
· Selection and management of a design firm and ad agency
· Management consulting
· Internal brand strategy
· Development-marketing consulting
· Oversight of web design and production
