A Graphic Artist’s Take On Sustaining Model Identification

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 companies drop by to share their latest ways, too. And to high off this theme month, Inman is debuting a model new set of awards for branding and advertising and marketing leaders within the business referred to as Advertising All-Stars.

Whether or not you’re recruiting new brokers or in search of to retain the nice ones in your current roster, model identification performs an element. Though brokers and employees might be in search of in-depth details about your organization’s philosophy and mission, they’ll be attracted, not less than initially, by your branding.

Individuals often 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 neighborhood occasions which might be according to the corporate’s said 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 among 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 promoting. 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 vital differentiator for our brokerage.

2. Assist domesticate private branding for brokers

As a part of the service we offer to our brokers, we be certain that their messaging is constant throughout our web site, updating their bios throughout onboarding and serving to them assume by means 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 purchasers. 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 certain that they know use the tech we offer. By serving to them assist their purchasers, we maintain brokers from going rogue and creating advertising and marketing supplies on their very own that may not keep our model identification.

We associate with Maxa Designs to create state-of-the-art advertising and marketing 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 enables 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 stunning 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 comfortable to align with and promote by means 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.