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Elevating a Brand

Avalon Mountain View Photography


A Blank Slate

Avalon Logo Annotation

The Challenge

Putting Avalon on the Map

Avalon Logo Before
Logo Before
Avalon Logo After

Logo After

The Strategy

Finding the Right Angle

To extract Avalon’s true brand essence and craft clear differentiators, while on a property tour, we interviewed the homeowners themselves as well as potential prospects. We exposed them to the key attributes of the community and two key points of differentiation quickly rose to the top:
  • The elevation advantage over the competition, providing optimal views in all directions
  • The possibility of creating their dream home
We created ideal personas for the type of real estate clients we were looking for – affluent, laid-back homeowners who wanted to commune with nature as opposed to playing golf. Avalon’s ideal buyer was not the country club-type so we wanted to create a brand that evoked nature and appealed to that sensibility.
The Onliness Test
As part of our strategy exercise, we completed an ‘onliness’ test that fills in the blanks : Our __________ (offering) is the only _________ (category) that _________ (benefit). This test helped us determine that Avalon is the only Western North Carolina mountain community where the homesites offer premium mountain views in every direction. This became the basis for our positioning and ultimately, tagline: Possibilities in every direction.
Activating Our New Brand
Avalon Logo Symbol
Avalon During Fall — People on Porch

The Results

Moving Dirt

I really appreciate your professionalism. The work that you present for our review and consideration is all so well done. There are no extremes presented, just good work… ”

— Lee Farnsworth, CPA | Avalon


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