The company "Barenc Group" - is one of the leading developers on the market of the Republic of Karelia and Petrozavodsk that have been actively and successfully working on market since 1997 year. Since 2009 year for purposes of introduction of unified management principles the company is a part of a cognominal holding company that consists of organizations acting in different eonomic sectors. The most priorite activity area is building and real estate sales and sales of flats in Petrozavodsk.
Over the years of its existence the company managed to approve oneself in the best way having the projects connected both with residental and with commercial real estate realized. Being the modern real estate development company "Barenc Group" offers the really up-to-date approach allowing to avoid extra spends for upkeep an expensive park of building equipment. However, at the moment the company appealed to agency it didn`t have a recognizable image and clear positioning and the communication of the brand seemed to be quite archaically that didn`t match the company`s ideology completely when the company is supposed to be the only developer on the market of Petrozavodsk. Besides, the negative informational tail induced by questionable responce of Petrozavodsk citizens to the earlier projects of the company hindered the development.
The issue the agency faced - to conduct complex rebranding having the clear positioning of the brand and the brand platform formulated, to develop the corporate identity and to offer the strategy of futher development.
The Brandson team conducted a complex marketing research communicating with experts of the market, key developers of the city and clients of "Barenc Group" and also examined sales offices of the competitors in the format mystery shopping. We also analyzed thoroghly advertising communications of Petrozavodsk real estate development companies and studied special aspects of Karelia`s citizens` mentality, particular qualities of their customer behavior and frame of reference.
Brand Audit showed that for this moment the niche of service leader is the most advanced. Professionals of Brandson offered the positioning for the company as a developer of new information that has orientation not only to successful sales but also to establisment trust-based relations with every client.
A partner - is not just a manager who you trust to operate your money or property to . The partner - is one, who is interested in successful development not less than you, that`s why he is responsible for the result and does his best for the best management of entrust means.
During the rebranding process of the company`s name that sounded as "Group Barenc" before it was later corrected to the form "Barenc Group". As a result of the research we found out that this form seems to be more optimized for both customers and clients because it combines the russian mentality and the western approach that are in the base of brand positioning.
The logo "Barenc Group" - it is a combined fourpart sign and recognazible outline that reflects a unity, stability and symmetry connecting the past and the future, the nature and the technologies, building and development. The basis is presented by strict graphic constants symbolizing different aspects of our activity, natural environments that are familiar for every Karelian inhabitant since the childhood and also letters scarcely noticeable on the order of petrographs "B" and "G" appealing to the company`s name.
The corporate identity develops ideas that are put in a sign with different graphic constants symbolizing different natural and infrastructure objects. Sombre laconic color gamma (green, blue, black) complements stable, serious character of brand personality.
The corporate identity develops ideas that are put in a sign with different graphic constants symbolizing different natural and infrastructure objects. Sombre laconic color gamma (green, blue, black) complements stable, serious character of brand personality.
In order to form an image of the customer-centric company that has a high service level on all stages of work as its strong point and to get the main advantages and values of company across the audience, professionals of Brandson developed advertising company "The city of a new wave". It reflects as the main constants and key messages of new brand among which are high service level, customer centricity and the modern approach to building.
The issue that we faced is development of the most simple possible web-site for users with conservation of all programme architecture of older resource`s version ( to conserve an older site`s principle of work for the minimum change of it). Particulary it touched the viewing of flats that we leaved in the format of interactive table and the work of modules for search of flat and presentation brief information about an object.

Project team:


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