The Power and Importance of Property Branding
Branding is how your clients know who you are, what you stand for, and how you can help them. Property branding might appear a step too far, but it is a vital part of marketing the property or development in a way that engages and attracts your target market. If you don’t know what the property you are selling offers regarding lifestyle, how will anyone else?
Every property from one-bed flats being sold via small, local estate agents to grand designs style latest builds and beyond has a special something. Part of branding is discovering that something and developing it into a fully formed identity, a story that attracts the exact demographic of buyers you are looking for.
A great brand doesn’t happen overnight; building a brand identity takes time, patience, and knowledge of who you are targeting and the market. You can begin with the property’s unique selling point or by making a list of adjectives that define how you want the brand to feel and what thoughts you want it to produce. The effort you put in the initial stages will pay off and make building on that core brand identity easier later on.
Property Branding As the Key to Consistency
We believe every story begins with a character, so whether you are working on branding a new development company or an exceptional family home, your project needs an identity that produces its best features and makes the target audience. The character at the heart of the project will reveal how your logo will look, what typefaces are options for your site and print materials, what color palette you will use, and even the voice used on advertising or social media. Consistency is vital in making sure clients recognize you, whether they are scrolling past a tweet, looking at your website, or standing at the property holding the brochure. Property branding is how you make that consistency.
As much as every project is different and needs to be treated, there are some general guidelines for building a brand identity. Remember that your brand can be as complex and in-depth or as simple as your time and budget allow, but it needs to be readily applied both online and off, and it needs to convey the core message, the unique selling point, of the property or company. The brand is the foremost step in selling a lifestyle, so ensure that you design something desirable with every decision you make.
Brand identity is more important for developers, architects, and agents looking to sell off-plan homes than ever. When clients cannot see or visit the property themselves, selling them the lifestyle they can have by living there becomes even more necessary. Whether you communicate that through traditional mediums or are determined to embrace the rise of digital, every part of their experience with your project needs to reinforce and build on the story they are making about how their life will look in that home. Property branding leads your customer on a journey that begins when they first hear about your development. Invest in your project’s story and watch it sell itself.