There’s no denying that branding plays a crucial role in a rental property’s success – not just as a pretty façade, but as the very heart of the business. A well-conceived and thoughtfully developed brand can make the difference between a property that’s merely another option and one that truly stands out to potential renters.
But what’s the secret to creating such compelling brands? How can we ensure a property brand speaks effectively to its target audience? Let’s explore our proven strategy using case studies of Milieu, Ballantyne, and Trio.
1. Discovery
Creating a brand doesn’t happen by chance; it’s a carefully considered process. In the initial discovery stage, we focus on understanding everything about the rental property and its target market. The goal is to define what the brand will be, why it exists, how it serves its audiences, and who those audiences are.
For example, with Milieu, our process revealed a rental property that was about more than just living spaces. It was about offering young professionals and small families an urban oasis for an active lifestyle and sense of adventure.
- Begin the process with a discovery session that includes all key stakeholders.
- Clearly define the brand vision, mission, and the target audience.
- Identify the brand’s unique attributes, competitors, and touch-points.
2. Naming
Once we understand the brand’s purpose and audience, the next step is to breathe life into the brand by giving it a name. Choosing the right name is crucial as it’s the first impression of the brand. It needs to evoke the right feelings and resonate with the target audience.
- Consider the area’s history to see if a name can reflect something with substance.
- Check the name’s availability on various platforms and the domain name.
- Perform a soft copyright check to avoid future legal complications.
3. Key Messaging
The key messaging document serves as the brand’s voice and personality. It lays out the brand’s features and the advantages it offers to the renters. For example, the key message for Ballantyne was luxury and convenience for down-sizers and snowbirds.
- Develop clear, consistent messages that convey the brand’s personality and offerings.
- Highlight the unique features and benefits of the property that set it apart from competitors.
- Tailor key messages to different audiences to ensure they resonate.
4. Brand Vision
This milestone is when the brand begins to take a visual form. Based on all the research and messaging, a logo is designed to reflect the brand’s values and appeal to the target audience. An accompanying style scape helps to visualize the overall feel of the brand – from graphical elements to photography style and treatments.
- Follow our logo philosophy: create something that is relevant, original, memorable and simple.
- Try rendering the logo in different contexts (from stationery to signage) to ensure it is readable at all sizes.
- Perform a trademark search to ensure the logo is unique and available.
5. Brand Guidelines
Brand guidelines ensure consistency across all brand touch-points. They specify how the logo, fonts, colour palette, iconography, and photography should be used, maintaining the brand’s integrity and ensuring a cohesive look and feel.
- Clearly define how the visual elements of the brand should be used (do’s and don’ts).
- Make sure the brand guidelines are easy to understand and follow.
- Include any other graphical elements or descriptions of photography treatments.
6. Logo Package & Beyond
The final deliverable is a logo package, inclusive of all the different variations and formats needed for diverse use cases, along with the brand guidelines. The logo is now ready to take its place at the forefront of the brand’s identity. It is now ready for the website, the building, signage and beyond!
- Create the logo in various formats and sizes for versatility in usage.
- Include the detailed brand guideline document along with the logo package.
- Reiterate the importance of maintaining brand consistency when using the logo.
In summary, brand creation is a carefully orchestrated process that requires a deep understanding of the rental property, its offerings, and the target audience. It’s a delicate balance of strategic planning, creative thinking, and careful execution, as illustrated by our experiences with Milieu, Ballantyne, and Trio. By using this comprehensive roadmap, you’ll be well-equipped to create compelling and successful brands for your rental properties.
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Building images provided by Regional Group