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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 inventive 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, and extra. Prime CMOs of main corporations 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 leaders within the business known 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 id performs a component. Though brokers and employees will probably be on the lookout for in-depth details about your organization’s philosophy and mission, they’ll be attracted, at the least initially, by your branding.

Folks continuously consider branding in a restricted sense, maybe as the corporate title together with a brand and tagline. In actuality, after all, 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 according to the corporate’s acknowledged function.

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

1. Make branding and advertising a core worth

At our brokerage, the core values discuss in regards to 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 suppose 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 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 how one can use the tech we offer. By serving to them assist their purchasers, we hold brokers from going rogue and creating advertising supplies on their very own which may not preserve our model id.

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 enables us to high quality management all the things that brokers ship out. 

As well as, now we have 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 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 blissful to align with and promote by means of their very own advertising efforts.

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