What is in a name? For unique names, like Kleenex, Xerox or Band Aid, a name can mean a lot. Companies producing each of these products have taken a name and turned it into a brand, a brand so widely used that we will often use the name to describe a similar product that is not manufactured by that same company. Companies that have built a brand know how important it is to maintain that brand and the market share that goes with it. It is no accident that what started out as a name turned into a brand. Marketers know how important it is to develop a level of quality or reliability that only comes from that product. Those firms protect the name and work to reinforce their brand every day. Those firms find ways to bring to the market dependable products, and they strive to continually improve their products and the brand.
For organizations producing services and/or products, like the
U.S. Green Building Council (USGBC) and its LEED and LEED-certified buildings brands, a name means everything. There are competitors in the market that also certify buildings, but no group comes close to holding the same market share seen by the USGBC. Knowing the importance of a brand is critical, especially when it comes to the certification of green or sustainable buildings. The USGBC has certified more square footage of building space than any other green building rating system, positioning the USGBC for continued success. The organization has taken on the responsibility of serving the market with a product and a service that is seen as second to none by most seeking to certify their buildings.
The group of individuals who created the USGBC understood how important it was to go beyond a name and develop a brand. The USGBC actually created two strong identifiable brands: the U.S. Green Building Council and LEED. None of the other organizations that have developed rating systems for buildings have been able to duplicate the name or brand recognition the USGBC has enjoyed.
For more than 13 years, the USGBC has worked tirelessly to promote green and high-performance buildings. The organization has taken on several large initiatives that have supported its mission “to transform the way buildings and communities are designed, built and operated, enabling an environmentally and socially responsible, healthy and prosperous environment that improves the quality of life.”
This passion can be seen in all of the USGBC’s initiatives, which include the LEED green building rating system; the Green Building Certification Institute (GBCI), which administers the LEED certification program; its Center for Green Schools, which is working to expand the number of high-performance buildings and sustainability initiatives within schools; the organization’s grassroots effort to inform local and national politicians about the attributes of green buildings; and work with outside organizations like the American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE) to create language that can be used in building codes.
The name LEED and acronym for Leadership in Energy and Environmental Design, have become a seals of approval. Building owners know they have earned the seal when they receive certification for their building. The LEED plaque, which is awarded to certified buildings, demonstrates both a name and a brand, and is displayed for anyone to see. The plaque demonstrates the achievement made by the design and delivery team for the project. It states that the team accomplished what they had set out to do at the beginning of the project.
Even though the USGBC has had tremendous success with its LEED rating system, the organization has not stopped there. Much like those companies that have strong brands, the USGBC has looked for ways to improve its product. We are now into the fourth revision to the original LEED rating system. Each revision has been more stringent than the one before, and each makes it more difficult to receive a certification, indicating that the bar set by the USGBC for a LEED certified building is increasingly more difficult. But, the rating system is not the only thing that has changed over the years.
The electronic tool known as LEED Online has kept pace with the evolution of the rating system. When the LEED rating system was first introduced, all of the certifications were submitted in paper format and sent to the reviewers at the USGBC. Now, this system has been streamlined with the use of LEED Online. This tool is used for the management and collection of the documents necessary to certify a building. A team uses this tool throughout a project, not only as a type of electronic file cabinet but also as a communication and management tool. So while a brand name may seem important when picking out a copier or buying some bandages, a name is especially important when it comes to certifying the level of sustainability for a building.
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Thomas Taylor, a 30-year veteran of the construction industry and noted expert on sustainability, is a principal and co-founder of St. Louis-based Vertegy LLC. His book, “Guide to LEED 2009: Estimating and Preconstruction Strategies,” provides step-by-step information about the LEED 2009 for New Construction process. To learn more about Vertegy or Taylor, visit
www.vertegyconsultants.com.