If there is one word to describe the best brands, it’s authentic.

In my role as a Manhattan Co-op Board President, I’ve had the opportunity to experience the brand promises and communications of companies we have hired and also of the companies we have replaced.

I’ve experienced firsthand how some brand promises ring true and succeed in influencing the Board to hire. I’ve also observed how others miss the mark – sometimes badly; brand promises have to be based in reality.

The good news is despite all the misinformation and disinformation in the world, there are still good companies who are exactly who they say they are.

Zimmerman Architects and Engineers

Of the many companies we have engaged, there is one whose branding and tagline stands out: Howard L. Zimmerman Architects and Engineers.

The first time I called Zimmerman, for a second opinion on a scheduled capital improvement project, I got Howard on the phone. He told me they specialize in finding less costly ways to resolve issues and they did not disappoint.

Zimmerman sent Ilya Schtulberg, a senior structural engineer, who recommended an approach that saved us 500k which is a significant amount for a 34-unit building.

Months later, when our property manager brought in another engineer whose “wait and see” approach to another issue, a leak, was ill-advised, I called the property manager and said: Just get us Ilya.

When I needed objective second opinions on the condition and value of our vintage, pre-war building (in response to a real estate developer’s offer), Ilya was one of the professionals we consulted. Ilya pointed out our solidly constructed pre-war would never have the costly issues that buildings constructed in the post-war decades would have.

“It’s a nice building,” Ilya remarked.

When I finally looked at Zimmerman’s website, I smiled and immediately had two thoughts:

That’s perfect for them.

And then: That might be the best tagline I’ve ever seen.

It’s the first part of Zimmerman’s tagline that spoke to me and rang true:

For the love of buildings.

Zimmerman’s love of buildings is reflected on their LinkedIn page where they post stunning, aerial photos of the iconic NYC buildings they’re working on. It’s reflected in the quality of their thinking and work.

“For the love of buildings” also broadcasts an emotional quality — a winning enthusiasm — that reminds me of the Ralph Waldo Emerson quote: Nothing great was ever created without enthusiasm.

The second part of their tagline brings to life what they do on both physical and metaphorical levels: We take quality and service to new heights.

This also rings true. We appreciate the strength of Ilya’s critical thinking, the care he demonstrates towards our building, and the many prudent, cost-effective recommendations he made as we restore our vintage “Moderne” style building to mint condition.

Refining Your Brand

To refine your brand, we work with you to conduct a competitive differentiation. We clarify what’s unique, credible (even deeply authentic), and also relevant to your audiences. We understand the importance of “purpose” and as part of this work, bring clarity to your purpose.

With that information we help you create a brand that has impact – that conveys the truth about who you are and what you offer and that hopefully inspires your prospects and clients to hire you and stick with you.