how To create a Successful Brand For your

How to Create a Successful Brand Identity for Your Multifamily Property

By Ashley Tyndall, Chief Relationship Officer at Swifty

Whether looking to rebrand, refresh a logo design, or create an entire brand persona for your multifamily business, you cannot do it effectively without a strategic apartment marketing plan. The saturated multifamily market is making it ever-more challenging for brands to stand out with a unique voice or selling point. For apartment marketers, a lot of effort goes towards differentiating your community from the rest of the multifamily properties in your market. This generally includes frequent social media posts and an updated apartment website focusing on onsite amenities and features. However, there is one important aspect that can be overlooked: branding. Developing a brand identity is an essential element when setting yourself apart from the competition. Identifying who your brand is and who it relates to sets the foundation for building a strong brand that will stay consistent — from the brand’s digital presence all the way down to its business cards.

The eSSenTial KeyS TO a Brand idenTiTy

A brand identity is the meaning behind your logo and other apartment marketing elements. It tells potential and current residents who you are and what you represent. This includes the branding materials created by your company that convey your personality, and include logo, colors, fonts, and positioning statement. Without a brand identity, you run the risk of confusing your target audience because you lack a consistent image that is easily identifiable and relatable. The keys to a good brand identity are to make it distinct, memorable, scalable, cohesive, and easy to apply. It is important to carefully consider each element of your brand identity, and pull inspiration from companies that have had great success with their identities. Interbrand’s Best Global Brands 2019 names the Top Ten Global Brands as: 1. Apple 6. Samsung 2. Google 7. Toyota 3. Amazon 8. Mercedes-Benz 4. Microsoft 9. McDonald’s 5. Coca-Cola 10. Disney The above brand list likely brings instant perceptions to your mind — likes and dislikes, experiences, how they make you feel. While these are the most iconic brands in the world, they didn’t start out that way. They reached those levels slowly and painstakingly over time. Building a strong multifamily brand identity requires consistency and repetition. For the most successful brands, the brand experience delivers on consumer expectations time and time again.

hOW TO develOp a Brand idenTiTy

If you do not see the value in establishing a strong brand for your multifamily business, you can be sure someone else is doing it for you. As CEO of Amazon Jeff Bezos says, “Branding is what people say about you when you’re not in the room.” Without a clear message, you open yourself up to the public dictating what your brand is. Not responsive enough online? They may think you are hiding something. No clear values set? They may think you have no consideration of social consciousness or a vision.

reSearch and diScOvery

The first step to creating a brand identity is research and discovery. As with any good marketing element, it takes understanding your audience and their needs, wants, and values. Understand what appeals to them, and make sure to include relatable elements in your brand identity.

reevaluaTe yOur exiSTinG Brand

Reevaluate your existing brand by considering the elements that have been successful and those that haven’t, and learn from the process. Research your direct competitors to see how they identify their properties and who their target audiences are. By digging into your own existing brand elements, those of your competitors, and the needs of your audience as the first steps in developing a brand identity, you will be better positioned to create something strong and unique.

idenTiFy yOur “iT” FacTOr & capiTalize On iT

While many management companies follow an apartment marketing plan from the top, it is critical to identify your “it” factor at the property level. Perhaps you are ecofriendly with green amenities and a lush community garden, or maybe you boast modernity with tech-driven equipment and amenities. Discover if there is a strong key element that sets you apart from the rest of the competition and capitalize on it.

The impacT OF a mulTiFamily Brand idenTiTy

After you have spent time brainstorming and developing a strategic brand identity, it’s time to put it to use. A strong multifamily brand identity is vital when differentiating you from your competitors and gaining awareness. The multifamily space can get crowded and you are probably competing for similar residents as other properties; a brand identity can help you stand out. Ultimately, a well-thoughtout brand identity will resonate with potential residents and drive them to your property, resulting in more initial leases and higher revenue.