The Dunn Companies
We helped three Dunn companies clarify their brands, starting with memorable positioning lines.
SERVICES
SCOPE
Brandline Development, Website Design & Copy, Print Advertising, LinkedIn Campaign, Executive Social Content
LOCATION & YEARS
Birmingham, AL — 2008 - 2021
DELIVERABLES
Brandlines, Website, Original Photography, Brand Ads, Publication Ads, LinkedIn Posts, Campaign Messaging
DO IT RIGHT. CONSIDER IT DUNN.
In our brand-research interviews — with Dunn executives, employees, customers and sub-contractors — we learned two key things about the company that eventually inspired the brandline above:
1) Clients like and trust Dunn. 2) Dunn is an easygoing group of professionals who get jobs done efficiently and dependably, without a lot of drama.
Something else we later learned: Dunn’s T-shirt (featuring the brandline we developed) became a much-coveted item at one of the local high schools. Cool.
LinkedIn Campaign: A Literal Game-Changer
During our first 10 years working with Dunn, we ran ads in various print publications multiple times each year. After we started posting regularly to several of their key executives’ LinkedIn feeds, they stopped print advertising altogether.
Why? Let Brett tell the story.
One Monday in late January (after we’d been publishing posts to his news feed for 2 months), Brett Clark emailed us, “At a conference [Economic Development Association of Alabama] and am getting tons of comments about my Linkedin posts.” Late the next morning, he called and said, “I’ve been down there since 7, and my hands are blistered from signing autographs!”
More importantly, he’d received a number of calls and inquiries from prospective clients.
Below are three of our better-performing posts (see Views generated at bottom of each). BTW: It’s worth noting that Brett had fewer than 1000 contacts when we published the first 2 posts.
IMPACT
DUNN CONSTRUCTION
Given our solid working relationship with Dunn Building Company, sister company Dunn Construction hired us in 2013 to re-develop its brand-messaging strategy — then execute on that strategy with a new website.
BRAND-MESSAGING STRATEGY
Not surprisingly, our background research revealed that their core strengths were exactly the same as Dunn Building Company’s — so we set-out to develop a brandline that communicated the same simple truth as the one we’d created for DBC.
That said, we decided, it wouldn’t work to repeat the same Dunn | Done worplay we’d already used with DBC — so we went with the more straightforward solution.
DUNN REAL ESTATE
By now, we had a pretty good thing going with the Dunn Companies, so when they asked us to develop a brandline for Dunn Real Estate, we were only too happy to oblige!
