GBCe
Consejo de la Construcción Ecológica
Turning Sustainability Expertise into a Clearer Sector Narrative
- Brand: GBCe
- Geographical scope: Spain, within the international World Green Building Council network
- Sector: Sustainable building, construction, certification, advocacy and sector transformation
El Reto
The challenge was to turn that expertise into a more accessible and actionable narrative for different stakeholders across the construction value chain.
Enfoque
The work connected sustainability expertise with clearer audience needs, practical participation and a stronger institutional voice.
El impacto
The project helped make complex sustainability knowledge easier to understand, communicate and activate.
Nuestra relación
Our role was to organise existing expertise into a practical narrative system that could support dialogue, influence and sector participation.
En esta página
Los retos
Empresa
GBCe is a non-profit organisation committed to transforming Spain’s building sector towards a more sustainable model.
Its challenge was to express its institutional role more clearly in a sector shaped by technical complexity, regulation, environmental urgency and multiple stakeholder interests.
Tenía que:
- Clarify its role within the sector
- Make its expertise easier to understand
- Align messages across audiences
- Strengthen stakeholder engagement
- Connect technical knowledge with public relevance
- Support transformation without losing rigour
Negocio
GBCe needed to mobilise members, partners, professionals, companies and institutions around sustainable building.
Its work included certification, knowledge, training, advocacy and sector dialogue, but these activities needed to be communicated as one coherent contribution.
La empresa necesitaba:
- Segment its stakeholders more clearly
- Define different levels of trust and involvement
- Adapt messages to different audiences
- Increase participation in its initiatives
- Strengthen the perceived value of membership
- Turn knowledge into practical action
Marca
The brand had to make a complex subject feel urgent, credible and possible.
It needed to avoid two risks: becoming too technical for wider audiences, or too generic for sector experts.
El reto de la marca era equilibrar:
- Rigor técnico y accesibilidad
- Environmental urgency and practical optimism
- Institutional authority and open participation
- Certification and wider sector transformation
- Local relevance and international standards
Enfoque
Empresa y negocios
We began by reviewing GBCe’s strategic role and the needs of its different stakeholders.
El proceso explorado:
- Objetivo institucional
- Sector context and trends
- Stakeholder groups
- Circles of confidence
- Necesidades y motivaciones del público
- Value of membership and participation
- Prioridades en materia de comunicación
- Promesa de marca
- Message hierarchy
- Activation milestones
This created the basis for a clearer and more useful communication platform.
Branding
We positioned GBCe as a platform for dialogue, knowledge and action that helps Spain’s building sector move towards sustainability.
The positioning connected technical credibility with the need to involve more people, organisations and institutions in the transition.
La marca debía ser:
- Riguroso
- Abrir
- Práctico
- Collaborative
- Influential
- Borrar
- Trustworthy
- Capable of mobilising action
Its voice had to make sustainability feel both serious and achievable, without becoming bureaucratic or moralising.
Apoyo
Building a Brand Narrative for Sector Transformation included:
- Evaluación institucional y de marca
- Stakeholder segmentation
- Trend and context analysis
- Circles of confidence
- Posicionamiento
- Promesa de marca
- Personality and voice
- Message hierarchy
- Ventajas funcionales
- Razones para creer
- Mensajes dirigidos a públicos específicos
- Principios de la comunicación
- Activation milestones
- Strategic narrative development
Strategic Narrative
We helped GBCe organise its role, expertise and contribution into a clearer strategic narrative.
The narrative worked as a practical reference for communication rather than as a decorative statement.
It helped explain what GBCe does, who it serves, why sustainable building matters and how different audiences can participate.
Stakeholder Definition
We clarified the stakeholders most relevant to GBCe’s influence and development.
Estos incluyeron:
- Members
- Construction companies
- Developers and investors
- Architects and engineers
- Public institutions
- Product manufacturers
- Certification professionals
- Sustainability specialists
- Citizens affected by the built environment
Each audience needed a clear reason to engage with GBCe, whether through certification, membership, knowledge, training, advocacy or collaboration.
Sistema de mensajes
We developed a message system capable of translating complex sustainability expertise into clearer communication.
Entre ellos se incluían:
- Narrativa institucional fundamental
- Mensajes clave
- Ventajas funcionales
- Razones para creer
- Mensajes dirigidos a públicos específicos
- Principios de la comunicación
- Voz de la marca
- Activation priorities
The objective was to make GBCe’s value easier to understand without reducing the complexity of sustainable building.
Participation Criteria
The platform also provided criteria for future communication and engagement.
It helped GBCe assess whether messages, initiatives and activities were coherent with its purpose, audiences and desired role in the sector.
This was particularly important in a field where sustainability can become either too technical to mobilise people or too vague to change anything.
Transformación y crecimiento
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El impacto
Empresa
The project helped GBCe clarify its institutional role as a platform for sustainable building transformation.
Establecía lo siguiente:
- A clearer strategic narrative
- Greater alignment around its purpose
- Stronger stakeholder logic
- A more precise role within the sector
- A communication platform for future initiatives
- A clearer connection between knowledge, certification and influence
GBCe gained a stronger basis for explaining its contribution.
Negocio
The work helped translate GBCe’s expertise into more usable stakeholder value.
Creó:
- Clearer audience segments
- A more practical message hierarchy
- Stronger links between membership, knowledge and participation
- Better criteria for communication priorities
- A clearer role for certification and tools
- A platform for increasing engagement and collaboration
The project helped turn institutional knowledge into a system that different audiences could understand, value and use.
Marca
GBCe gained a more coherent institutional brand narrative.
Entre ellos se incluían:
- Clearer positioning
- A defined brand promise
- Stronger personality and voice
- Mensajes clave y razones para creer
- Audience-specific communication
- A more practical way to express complex sustainability issues
- Greater consistency across initiatives and channels
The brand became a bridge between technical expertise and the sector-wide participation required for change.
"Allegro 234, gracias a su capacidad para analizar y escuchar, nos ha ayudado a definir mejor nuestro trabajo, la forma en que lo entendemos y, sobre todo, cómo lo transmitimos"."
Dolores Huerta, director general
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