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 offers her branding greatest practices.

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

Whether or not you’re recruiting new brokers or in search of to retain the good ones in your present roster, model identification performs a component. Though brokers and workers can 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 continuously consider branding in a restricted sense, maybe as the corporate identify 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 campaigns to conceptual components just like the narrative voice utilized in written supplies or neighborhood occasions which are in step with the corporate’s said goal.

As a graphic artist, I feel rather a lot about how to make sure our model interprets throughout all of our inner and exterior communications and advertising collateral. Listed here are a number of the methods I guarantee model cohesion.

1. Make branding and advertising a core worth

At our brokerage, the core values discuss 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 an important 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 assume 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 expertise that makes branding and advertising simpler

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

We accomplice with Maxa Designs to create state-of-the-art advertising supplies particularly geared towards the wants and necessities of the true property business. 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 the whole lot that brokers ship out. 

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

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

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

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