The Branding Edge

Using great kitchen designs to help define your company

Most successful builders have unique capabilities they could use to build a recognizable brand for their company. Unfortunately, most builders don't capitalize on these capabilities. However, builders who want to create a brand for themselves can consult David Miles, president of Denver-based Milesbrand and one of the top real estate branding consultants in the country.

At the heart of Miles' message is the idea that every company has unique brand assets and skills that are superior to the competition, whether the company realizes it or not. Builders can unleash the power of their brands by nurturing, growing and protecting these assets and skills.

An asset is a unique attribute a builder possesses. For example, the company could be the oldest, biggest or even the most expensive builder in the area. Or they could be the sole distributor of a particular appliance brand. Skills are things the builder does better than the competition, whether it’s answering customer service calls within a day, or creating loft-style spaces for the same price other builders do conventional rooms. These assets and skills become brand-building tools when they’re combined with effective advertising, solid promotional materials and good referrals.

Miles sees the kitchen as a great brand-building tool. "I don't know that anybody has focused on this room exclusively, but home buyers, especially baby boomers, are shifting [their preferences] toward shared space. They want more interaction with their families, and kitchens are always the center of activity,” he says. "Focusing on the kitchen could give a builder a competitive advantage in the marketplace."

One builder that successfully uses kitchen design to build brand equity is Denver-based Infinity Home Collection. Miles credits this success to collaboration between Infinity general manager David Stienke and Denver architect Mike Woodly. "Dave totally gets it, and his product is much better than the competition’s,” Miles says. “His kitchens are always awesome. They’re big, and they have plenty of counter space. They’re equipped with the highest-quality wood cabinets, the best granite countertops and high-end appliances that appeal to his market niche."

Miles sees Woodly’s strategic placement of Infinity’s kitchens as another important branding element. “Mike designs around the concept of the kitchen as the center of the home,” he says. “Infinity’s kitchens are centrally located with access from many areas. They’re not only visually stunning, but they also help practically manage social activity."

While most of Miles’ clients are large production builders, he’s adamant that even builders of just a few homes a year can gain a branding advantage from being known for their kitchens. "I think it’s even better for a smaller builder who is building five, 15 or 30 homes to focus on areas that get a lot of interest, and kitchens get a lot of interest," he says.