January 13, 2021
What Makes Your Real Estate Brand Identity Memorable?
The real estate and home building industry is saturated with competition, making it challenging for many brands to make a name for themselves and differentiate their brand from others in the market. Buyers have an oversupply of options, and your brand needs to speak to them in more personal, emotional, and creative ways to create positive recognition and develop an emotional connection.
Developing a powerful real estate brand identity is the best way to do this. In fact, studies show that more impressionable and consistent brands are 3.5 times more likely to obtain strong brand visibility. And the competitive advantages of strong brand visibility are limitless, including awareness and recognition, credibility, loyalty, increased word-of-mouth, and much more.
What Is Brand Identity?
Your brand identity is much like your personal identity. It acts as a representation of the who, what, why, and how of your business. When done correctly, real estate brand identities clearly communicate your business' value in a visually appealing and impressionable way. You have a lot to offer, and you must convey that to the right people.
HubSpot suggests clarifying and understanding these five things for all businesses, and real estate is certainly no exception.
- Audience — know what your audience wants so you can have the solution they need.
- Value Proposition & Competition — Know your worth and take note of your competition's branding techniques that fail and succeed.
- Mission — Keep your mission statement clear and direct, communicating your overall purpose.
- Personality — Be personable when creating your brand image by using your type, colors, and imagery in a strategic way.
- SWOT Analysis — Better understand your brand by evaluating your strengths, weaknesses, opportunities, and threats.
All of these come together to form your personality and reputation as perceived by current and potential buyers. Why is that important? Because you're in a high-ticket sale business. Your buyers expect nothing short of credible, reliable, professional, and trustworthy experiences. Your brand identity communicates that and more, so potential buyers know what to expect when working with you.
Components of a Memorable Real Estate Brand Identity
Paula Scher once said, "Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?" Our answer — nothing. Your brand is your reputation, and without a memorable real estate brand identity, you risk being overshadowed by a more memorable competitor. With the following components, you eliminate that risk and position your business at the forefront of buyer minds.
Your message can be the most authentic and exceptional one in the industry, but it won't matter if it isn't clearly communicated to the right audience. Real estate brands must be targeted at the right person who will actually buy the product, or your efforts are for nothing. Memorable brand identities speak directly to their buyers, conveying value and trust that speak to them personally.
- Develop detailed buyer personas
- Research and use your resources
- Learn as much as possible about your target market
- Misidentify your target audience
- Make assumptions about the wants, needs, habits, etc.
- Target everyone, everywhere
Real estate brands cannot simply recreate another brand and be successful. Therefore, you need a unique brand identity specific to you and what you have to offer.
Just as no two people are alike, no two businesses are alike, and that's a good thing. It will give you the edge you need because buyers can't just get "you" from anyone.
Not only does your brand itself need to be unique, but because brands are best communicated personally and directly, it must also be unique to your audience. It doesn't matter much if your brand speaks to everyone. In fact, it's impossible and a waste of your valuable time. Not everyone needs your expertise and business, so it's best to keep your brand identity unique to your current and potential buyers.
Buying a home is the greatest decision a person will ever make — it's time that the branding behind that decision is given the attention and focus it deserves. Memorable real estate brands encompass this through creativity. It allows alternative ways of thinking and enables empathy.
This component is vital because, without it, there is no differentiation between you and your competition. Creativity inspires change, differences, innovation, and connections.
As Albert Einstein said, "Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world." Chances are, your competition has the same knowledge as you, but your imagination is your own creative advantage. Take that advantage and enhance your brand identity with one that breaks from the traditional and overused images communicated by your competitors.
Because it's the greatest purchase of a person's life, it can be an incredibly emotional experience for your buyers. Great real estate brand identity speaks directly to this emotion through engaging storytelling and stunning visuals. Stories, written and visual, appeal to people in a way that inspires action and engagement through emotional responses.
If you can elicit a positive emotional response from your buyers, you make your brand memorable. Just look at Coca-Cola and Nike — they're industry leaders. Coca-Cola connected emotionally with their "Choose Happiness" campaign, and Nike uses emotions focused on leadership and athletics. The key is to find what emotional response you wish to elicit with your brand.
Moreover, this emotional response is also summoned in your handling of real estate and home building customer experience. It's the difference between a rewarding response after a positive and easy buying experience and a frustrated response after a negative and difficult buying experience.
Constructing a Memorable Brand Identity
As creative experts, Milesbrand understands the importance of building a brand identity that clearly communicates your business' value, goals, competitive difference, and purpose. We also know how to take the incredible business you've established and highlight its key components to make it more memorable.
Spend less time reaching your audience and more time building relationships with your buyers by allowing our Milesbrand team to turn your "why" into an exceptional competitive advantage. Contact us to learn more about what we can do for your real estate or home building brand.