Transforming perception of the brand, reversing declining membership and re-establishing a competitive edge.
The brief was to rejuvenate the FMB brand and to refresh all communications to key audiences: from attracting new recruits and reassuring members to convincing homeowners. To achieve this, CMDi needed to reinforce the significance of the FMB as the only trade body requiring builders to actually prove their quality.
CMDi modernised the branding and strapline, repositioned ‘Master Builder’ to differentiate members. Creative strategy focused around a sharpened brand positioning and manifesto: BUILD BETTER, equipping members with messages and tools to consistently present to clients the benefits of using an FMB member.