Cedar Wood rebrands to build awareness

Cedar Woods realises it was flying under the radar

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A survey of key stakeholders has led Australian property developer, Cedar Woods Properties, to a rebrand.

Managing director, Nathan Blackburne, said that as Cedar Woods enters a period of growth, it is vital the brand capture the essence of the company and communicates this more effectively to stakeholders.

“We have four strategic priorities as a company, with high-performance culture and operational excellence just two of them. It was these two that gave rise to refresh our brand,” Blackburne told CMO.

“We wanted a better understanding of how we are perceived in the community, what our strengths are, and what we aspire to be. So we surveyed our stakeholder groups, which are staff, customers, partners, and investors. What came back was a positive story; we are seen as a great business with strong projects and a great reputation, but one that operates under the radar. This reinforced our view we could build awareness of the company.”

Launched on 14 August, the rebranding includes a new logo, the tagline 'Developing Tomorrow Today', as well as tailored communications to each of the stakeholder groups, a rollout of the logo progressively, four state offices with updated branding, a new website and corporate merchandise.


“We were leaving value on the table by not having a stronger brand. It will create greater ownership of the brand and associated values and behaviours by staff, greater awareness of company and quality of what we produce, resulting in better demand for our products, and resulting in stronger support from investors,” Blackburne said.  

“We have a great company with exceptional staff, quality projects, a robust strategy and a track record of delivering earnings growth.

“Our new brand reflects these attributes and also coincides with an increased focus on being operationally strong as we seek to better leverage our systems and technology to set our business up for further growth.”

Read more about how other Aussie brands have approached their rebrand strategy:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

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