“Your brand is the essence and soul of your company. It is every experience and interaction that your clients have with your business and the perception that they have of it,” says Laura Ure, CEO of Keenability, a marketing agency specializing in lifestyle marketing that targets the affluent buyer.
“Your brand should communicate the value you offer to your audience, and it should establish trust and credibility,” she says. “Of course, with time, it’s natural for a company to evolve; after all, clients are constantly changing.”
Ure recommends conducting a brand audit, which helps real estate firms determine whether their brand needs to be rebuilt or, alternately, whether it’s still relevant and valuable.
When conducting a brand audit, companies should consider how their brand stacks up against the competition. Are the visual brand components modern? Does the brand align with their values, mission and reputation? An audit will determine if a brand still reflects the correct message.
If firms determine that an update is wise, they should ensure they understand their brand’s purpose, vision, message, position and promise to help establish the personality of their brand and formalize their strategy. They should:
- Analyze the market to determine what makes them different from the competition
- Update the visual components of their brand to match their new brand strategy, going beyond just a logo redesign to include photography, colors graphic elements, etc.
- Fortify their brand by ensuring consistency
- Develop guidelines regarding logo usage, colors, tone and voice
- Ensure there is marketing in place to support their rebrand
- Get their existing client base excited before launching
Source: Inman (04/12/19) Ure, Laura
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