What’s the key to Great Residential Property Development Branding?
Creating a housing development brand identity and developing a graphic design style and brand guidelines to help attract leads takes research, insight and creativity.
The future residents of any aspirational development are interested in investing in a place where they can build their lives, families and foster a positive community spirit. Our experience and skills will help you communicate this effectively so that connections are made and leads generated.
Although we have worked with many organisations in the property sector, it is equally relevant to mention our experience is with a range of companies that span consumer brands, charities and leisure activities. The experience we have built up in marketing brands in different sectors gives
us valuable insight that can be applied to the property sector. If selected, we would not just be marketing houses, bricks and mortar. We are marketing homes, places to live, grow, play thrive and enjoy. There is a real difference.
The Branding Process is driven by a deep understanding of the product for sale and the characteristics of the marketplace and customers within. Only by aligning the these can effective emotional connections be made. Housing associations are increasingly diversifying into the private rental and sale sector. From a branding perspective the market demands are far higher than with the council owned property model. Home owners need to feel invested in their property, not just financially but emotionally.
Every touchpoint of the brand should aim to create an emotional connection with a potential customer. How do we want them to feel? What will they feel when engaged with the branded communication?
We’d start with detailed research on the location including a site visit. What defines it as a place? What is the heritage. What did it used to be, what happened there? Where is it near? What cultural references can be drawn?
As well as looking forwards, understanding the past gives us some cultural reference to create a meaningful identity. This gives potential buyers a vision and for the future, their future.
Our Process would analyse some key areas to understand these key things:
Commercial Proposition – What is this brand proposition promising to deliver. Customer Profile – What does a potential buyer ‘look like’?
In answering these questions, we can start to align the two to ensure targeted and meaningful brand connection with a name that has meaning and feeling, a brand logo that communicates this effectively and a style that can be used consistently across a range of different media. The personality and characteristics of a development can be created following analysis of the proposition, audience and locality.
Whatever the size of the project we're happy to help. From branding your start-up, refreshing your existing identity to creating a new website. Fill in your details below and we will be in touch.