The Power of Cohesive Property Development Branding

What is Cohesive Branding?

Cohesive branding means maintaining consistency regardless of the mediums or channels consumers see your brand. Your brand should be immediately recognisable from your competition – whether it's on a brochure, social media, RightMove or any other medium.

Why is Cohesive Property Development Branding Important?

Cohesive Property Development Branding is Important because: 

• Immediately Recognisable - It ensures your target audience can immediately recognise your brand in any medium. For example, RightMove, Hoarding or brochure. 

• Brand Credibility - It builds credibility and trust with your target audience based on your past experience. 

• Differentiates your Development - It sets your property development apart from your competitors.

• Quality Assurance - It provides a quality stamp of approval in the minds of your target audience. 

• Unique Selling Point - It enables you to create a unique identity for your development based on your target customer, location and property type.

• Increases conversions - A uniform message and brand identity across all mediums and channels ensures there is nothing lost in translation leading to increased conversions. This is because there is consistency from RightMove to your website, and the development advertising hoarding and show home. This branding leads to consistency and reassurance with your target audience.

How to Create Cohesive Property Development Branding

Our 5 step approach follows our rigorous and proven methodology to create a cohesive property development brand. Below we have highlighted the key elements to consider when creating a cohesive brand for your development:

Step 1 - Start with Who, What, & Why?

Ask yourself these questions:

• Who are you and who are you targeting your development at? 

• What is unique or special about your development? 

• Why is it important to your buyers/renters and why do your buyers/renters need this?

These simple questions have some real depth and enable you to think about what you stand for and what you want your brand to be known as within the industry. 

Step 2 - Differentiation 

How you want to be known is just as important as what you want to be known for. Key questions to ask yourself:

• What makes your development different? 

• Why would someone buy/rent your property? 

• How do you want to be perceived by your potential buyers/renters?

• What experience do you want to create for buyers/renters?

• How do you create a lasting impression in your buyers/renters minds?

These questions start to build a unique profile for your development and who you are targeting. 

Step 3 - Brand Statement  

You need to create a succinct statement for your development. This will encompass your mission, expertise, values and promise to your customers. This will sum up your property development in a short sentence and grab the attention of your buyers/renters. 

Step 4 - Develop your Brand’s Look and Feel 

Now the fun part begins, you need to create a look and feel for your development. This includes:

• Personality - How you connect your personal and business personality with a development is important. This is how buyers/renters will connect with your development and your story. Ask yourself, what personality do you want to associate with your brand and development? For example, SOHO HOME is luxury, The White Company is sophisticated, Ikea and Amazon are Creative. 

• Colours - you need to select colours that accurately reflect your brand and development. Is your development high end and oozing elegance or is your customer a young family who want a minimalistic Scandi feel. Choose your colours wisely to attract your target buyers/renters.

• Fonts - Typography is really important to portray your development branding appropriately. Are you fun, cool and fresh or traditional, reliable and consistent? The typeface will be a representation of your brand and the impression you want to leave on your buyers/renters. 

• Logo & imagery - as with all the previous points your logos and imagery form a cohesive development brand strategy. Choosing the right style, colours, shapes, designs, and fonts really matter. Ensuring these are all cohesive is critical as people will associate these with your brand and your developments over time.  

Step 5 - Create your Cohesive Property Development Branding

Having followed these steps you are now in a position to create a cohesive brand for your property development. The benefits speak for themselves and will deliver effective results for you and your business.

If you want to work with an expert to develop a cohesive brand for your property development, contact us now to speak to a specialist who can bring this to life in collaboration with you.