The Impact of Rebranding on Culture and Leadership

Salt Lake City, Utah – August 2, 2017 – Multifamily Executive recently featured an article authored by President Chad Christensen. In his piece, Rebranding’s Impact Goes Beyond the Consumer Experience, Chad addresses the misconception that branding is for public perception alone. “It can also be about empowering your team.”

In explaining why communities are now adopting the Cottonwood name, he revealed: “We have such immense pride in what we build — and in our internal culture — that the Cottonwood name as a brand feels right.”

As Cottonwood establishes itself as a significant player in the multifamily industry, Chad emphasizes being ready to execute on a redefined brand promise. “Consistency is key,” he advised. “We learned to not go forward until you’re ready.”

Chad explained how it was important to join any changes in branding to careful adjustments in overall strategy: “We started a metamorphosis over the past three years with the type of assets acquired and the structuring of our portfolio.”

Learn more about the Cottonwood Residential portfolio of owned and managed properties and its leadership team at