Home Builders Association of Denver | KB HOME UNVEILS A NEW BRAND MARK: WHY THAT MATTERS TO HOME BUILDERS

KB HOME UNVEILS A NEW BRAND MARK: WHY THAT MATTERS TO HOME BUILDERS

By moving its operational lens closer in on customers, a home builder discovers who and what it is, and where it's going tomorrow.

KB Home, this morning, unveils a new look and feel.

The announcement introduces a new logo, which in the company's terms, "is grounded in its customer-focused roots and designed to engage a new generation of home buyers."

Riding along with freshened, friendly, Silicon Valley-inspired imagery, a new tagline asserts, "Built on Relationships."

On the surface of it, the announcement is about a brand, how the outside world comes to recognize, believe, and value what KB as an organization does.

Deeper down, however, the KB rebranding--you can check it out here--strikes at the core identity of America's sixth largest home building enterprise, revealing a very basic cultural belief about who the company is, what direction its strategy will take, and how it works. The press statement this morning reads:

“KB Home has always been built on relationships – with customers, suppliers, trade contractors, land sellers, realtors, and municipalities, as well as between colleagues,” said Jeff Mezger, KB Home’s president, chief executive officer, and chairman of the board. “This evolution of our brand aligns with our heritage of offering an exceptional customer-first experience to more than 600,000 families. It’s a bold and positive new visual identity that captures the essence of who we are for today’s and future homebuyers.”

Profoundly, although the KB Home brand makeover may not pack the same kind of wallop as a recent series of mergers and acquisitions announcements, it speaks of a transformative, equally seismic moment of discovery we see among America's large home building enterprises. It's one that has been working underneath the outer details this three-year-lurch of nine and 10-figure transactions, joint ventures, and investments.

Read the Story on BuilderOnline.com