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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 TJO’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, TJO 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 TJO to serve as a de facto
marketing department for the pre-development stage of its early projects. In
this role, Taylor Johnson & Olesker 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
