Here’s a quick exercise for you: can you draw the McDonald’s logo from memory? How about Apple's or Adidas's? Maybe you wouldn’t nail every element, but you’d probably get pretty close, right?
You’ve just seen evidence of branding at work. The right branding elements — names, symbols, messaging and design — can transcend mere marketing to impact our daily lives. For instance, you probably don’t say you’re using a search engine. You’re “Googling it.” Our loyalty to our cell phone brand is strong enough to spark some serious arguments. In fact, our affinity for certain brands is so deep, we’re willing to pay money for the privilege of displaying them on our clothes! It’s pretty astounding when you think about it.
We present the examples above to illustrate just how influential a good brand can be. When the elements of a brand are in harmony, they can weave a powerful narrative, inducing buyers to action. Your development is most likely a little less global than that of an international computer manufacturer, but it will be much easier for homebuyers to relate to your community if you develop a strong brand for it.
Today’s branding relies on a sophisticated blend of technology, buyer data, language and design to communicate its message. But its basic purpose is still the same: to evoke emotions. Regardless of who your audience is, your branding needs to speak to the emotional lives of your customer base. Let’s look into strategies and tactics of modern branding for real estate developments and discover how the psychology of brands plays into buyers’ purchasing decisions.
Before we dive into the specifics of creating a brand, however, we need to talk about why brands are important for developers. As you well know, a home is so much more than its architecture or construction. To your customer, a home represents the physical embodiment of deep emotions and practical needs.
Therefore, your development must speak to these aspects of home, even in buyers’ first interactions with the property. More specifically, developers need brands for the following reasons:
Brands are just like people: they have a personality all their own. Before you can build the assets you’ll need to communicate your brand’s story, you must decide what your brand stands for.
It helps to think about your brand as a person. What adjectives describe your brand’s personality? Is it quirky and hip? Charming and welcoming? Sophisticated and classy? What kind of people would befriend your brand? What sort of values does it have? What does it care about?
You also need to examine the brands of competitors — you can’t be unique without knowing what you're being compared to. Be careful not to just “do what the other guys are doing.” Your customers have to sift through a dizzying volume of listings, development websites and new home advertising. If you don’t offer something different from your competitors, your marketing will fade into the background noise. And the last thing you want is for your apartment, development or condo to disappear into the crowd.
As you’re finalizing your brand personality, think carefully about the characteristics that make your brand distinct. Let’s say you’re working to build a LEED certified property. Maybe you can define your development brand as environmentally friendly. Maybe you’re the “pet-friendly” complex. Maybe you’re trying to build a strong social element in your community. Whatever it is, make it unique.
“Branding” is a pretty abstract term, which is why marketers divide the task into several concrete deliverables. Brand assets typically consist of a compelling name, attractive logo, impactful tagline, consistent messaging and enticing design packages.
For example, we helped our developer client with its newest condo development in Austin through all the branding fundamentals. After we completed the naming and buyer persona portion of brand development, we were able to create logos and color schemes. Here's an example of the choices we presented them:
Typically, you’ll also have your graphic designer create an official letterhead and envelope as well as an email signature and business card design to be used by employees.
Remember, designing a brand takes a lot of refining and — we won't mince words — flat-out hard work. Of course, you don’t have to do it all by yourself. If you’re feeling overwhelmed by the thought of creating a brand from scratch, why not call in the pros? Contact us here at Neon Ambition to discuss your next project and how we can work with you to design a brand you’ll be proud of. We’ll help you build a brand that’s every bit as sturdy as your construction.