A Graphic Artist’s Take On Maintaining Brand Identity

Domesticate a tradition that respects and promotes your model whereas serving to brokers do the identical. DOORA Properties artistic director Janet Pozos gives her branding greatest practices.

In March’s Advertising and Branding Month, we’ll go deep on agent branding and greatest practices for spending with Zillow, Realtor.com and extra. High CMOs of main corporations drop by to share their latest ways, too. And to prime off this theme month, Inman is debuting a model new set of awards for branding and advertising and marketing leaders within the trade referred to as Advertising All-Stars.

Whether or not you’re recruiting new brokers or searching for to retain the nice ones in your present roster, model identification performs a component. Though brokers and employees might be on the lookout for in-depth details about your organization’s philosophy and mission, they’ll be attracted, not less than initially, by your branding.

Folks incessantly consider branding in a restricted sense, maybe as the corporate title together with a brand and tagline. In actuality, in fact, branding entails a lot extra, from visible components like the colour scheme and fonts utilized in advertising and marketing campaigns to conceptual components just like the narrative voice utilized in written supplies or group occasions which might be according to the corporate’s acknowledged goal.

As a graphic artist, I feel quite a bit about how to make sure our model interprets throughout all of our inside and exterior communications and advertising and marketing collateral. Listed below are a number of the methods I guarantee model cohesion.

1. Make branding and advertising and marketing a core worth

At our brokerage, the core values speak concerning the significance of selling. Our model requirements contain skilled copywriting for property descriptions, not ChatGPT. We offer branded, professionally written and designed content material on an ongoing foundation for our brokers to share with their spheres of affect.

By emphasizing the significance of branding and tying it to the effectiveness of the service we offer, it turns into greater than only a nice-to-have bell or whistle. It turns into a necessary differentiator for our brokerage.

2. Assist domesticate private branding for brokers

As a part of the service we offer to our brokers, we be sure that their messaging is constant throughout our web site, updating their bios throughout onboarding and serving to them suppose by way of their private branding. 

As everyone knows, actual property is, in some ways a private enterprise and brokers have to consider how their model connects with potential shoppers. By serving to brokers to seek out their model inside your model, you guarantee cohesiveness and alignment between your particular person brokers and your overarching firm model.

3. Present know-how that makes branding and advertising and marketing simpler

At DOORA, we not solely present distinctive know-how for our brokers, we additionally be sure that they know methods to use the tech we offer. By serving to them assist their shoppers, we maintain brokers from going rogue and creating advertising and marketing supplies on their very own that may not preserve our model identification.

We companion with Maxa Designs to create state-of-the-art advertising and marketing supplies particularly geared towards the wants and necessities of the true property trade. Their platform features a library of actual estate-related graphics and templates built-in with our model information. This permits us to high quality management all the things that brokers ship out. 

As well as, we’ve got the Lamborghini {of professional} printing presses on web site to make sure that there’s by no means a delay in creating lovely hard-copy flyers or mailers. 

As a result of we imagine within the energy of branding for the brokerage, the person agent and the shopper, we prioritize it. The result’s a model that brokers are comfortable to align with and promote by way of their very own advertising and marketing efforts.

Janet Pozos serves as artistic director at DOORA Properties. Join together with her on Instagram or LinkedIn.

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