Case Study: Kenny Terbrock Signature Build

Learn how Kenny Terbrock Signature Build built its brand strategy and brand identity amid the Great Recession to become one of the Midwest’s premier custom home builders.

This case study provides insight into:

The objectives behind the strategy
How the strategy was developed
How the brand identity was designed

Case Study Overview

Executive Summary

Kenny Terbrock Signature Build is one of St. Louis’ premier custom home builders. As a third generation master craftsman, Kenny Terbrock left a 40-year-old family business to embark on a new journey as an entrepreneur with the auspicious goal of building some of the finest homes…and relationships in the St. Louis metropolitan area.

About Kenny Terbrock Signature Build

Founded in 2009, Kenny Terbrock Signature Build provides top-of-the-line custom home building as well as a host of high-end construction services including basement remodeling, pools, additions, custom kitchens, and more. With more than 30 years of experience and a family name synonymous with expert custom home building, Kenny Terbrock Signature Build means quality and service.

“It’s hard enough to build homes and great relationships; Strategic Glue was a huge help in building our brand. From strategic thinking to brand identity, they were instrumental in launching and growing this business.”

Kenny Terbrock

President, Kenny Terbrock Signature Build

Challenges

Since 2008 amid the Great Recession, countless custom home builders have entered the market, creating a challenge in building a new and differentiated brand with optimal positioning and relevance.

Solution

Develop a brand strategy that positions Kenny Terbrock’s expertise, history, and credibility as a custom home building leader in the St. Louis metropolitan market, and a brand identity consistent with the company’s values, aspirations, and customer-centric philosophy.

Method

The brand strategy began with understanding the company goals and objectives, the business Kenny wanted to create, and “why” his business was different from the competition. Extensive internal and external analyses were completed culminating in several identity concepts that captured the look, feel, and essence of the brand.

Result

Kenny Terbrock Signature Build is continually regarded as a leading premium custom home builder. Year after year, the company adds enviable “works of art” to its roster of noteworthy clients accompanied by accolades from new and existing customers alike. It is typical for Kenny Terbrock Signature Build to engage in a variety of projects for respective clients through multiple homes over many years. Customer Lifetime Value (CLV) is an important metric for the company, and an indicator of building a truly valuable brand.

A significant portion of new business at Kenny Terbrock Signature Build are referrals from delighted customers who sing the company’s praises of quality, service, trust, and mutual respect – values reflected in the original brand strategy.

In a crowded market prone to ever-changing external conditions; limited demand; price compression; and increasing competition, Kenny Terbrock Signature Build stands out and succeeds because the company lives its brand strategy.

Kenny Terbrock says, “I put my name on everything I build and every relationship.” Great customer service – bordering on fanatical – is the real basis for Kenny’s brand vision, and why his name graces the “Kenny Terbrock Signature Build” logo.

“I have to get to know clients before I can deliver on their dream home; I have to get to know them pretty well. Same with Strategic Glue – they get to know you and your company before they provide recommendations.”

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