From PCHDC (huh?) to Homegrown Homes – a Branding Fable

Once upon a time, there were two organizations operating in the same city: the Peterborough Housing Corporation and the Peterborough Community Housing Development Corporation.

Does that sound confusing?

Peterborough Housing Corporation managed the City’s non-profit housing, much of it designed to fulfill the need for affordable and geared-to-income apartments and townhouses. Meanwhile, the Peterborough Community Housing Development Corporation was a charity that created affordable housing.

Still confused? So were the many people who couldn't tell the difference between the two. The acronyms didn’t help since PHC and PCHDC also sounded the same.

In a nutshell, it was a branding nightmare.

What's in a name? Clarity

The well-intentioned people who set up PCHDC (ugh, I hate acronyms!) were intent on explaining what they did. But after eight years of crossed wires, the charity knew it needed to evolve. As a new board member, I took the lead on the adventure and brought in people from beyond the usual circle. We explained how our group matched up unwanted or undervalued houses with unused housing lots and volunteers’ elbow grease to create new homes. It was truly a grassroots endeavor.

One woman looked up at and said, “So, you create homegrown homes?” Bingo!

Those two words captured in essence the spirit and purpose of the organization. Next came a logo with a green swirl to represent new growth. From here, everything came easier when it came to communicating the group’s brand.

The new identify shared the credit for its success with its volunteers, the churches that donated former manses, the homebuilders’ association and countless other supporters within the community.

Ultimately, Homegrown Homes grew to own 19 homes with 45 people tenants. By 2016, it had stopped generating new buildings so it handed over its properties to Peterborough Housing Corporation to manage. It was the smart thing to do and its board members did it with immense pride based on what they had accomplished.

Its signature property is a four-plex at 220 Edinburgh Street, with one unit that is completely accessible if you want to see its work in action.

The payoff for effective branding

The rebranding exercise succeeded at its mission, thanks to a few key factors: open minds, fresh perspectives at the table, and an understanding of what the organization did. By tapping into that unique factor, Homegrown Homes told the world why it was an original.

That originality made it a finalist for the 2010 World Habitat Awards (for which I wrote the nomination. You can find out more at https://world-habitat.org/world-habitat-awards/winners-and-finalists/homegrown-homes). However, it took a lot of talented and committed people to get it to that level.

So, if you feel your business or charity name isn’t ringing the right bells, it may be time for a conversation. You may be surprised at how refreshing the result can be.

You can still find your happily ever after.