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  • Deborah Hayes

10 Step Branding Plan for a New Property Development



Branding is more than just a logo and a website. It's the process of creating a strong, positive perception about your property while telling your story consistently from the very beginning and throughout the entire customer journey.


It is absolutely essential to create an apartment branding strategy that says something powerful and unique about your multifamily community. But where do you start? Here is a description of the process used by our agency that may help you in planning the stages of branding your new development from before groundbreaking to the beginning of building and pre-leasing.


1. DISCOVERY

Our team meets with the interior designers, architects and developers to get information about the project and target demographics.


2. BRAND STRATEGY

We conduct extensive market research and begin to discuss brand strategy, identifying our client’s claim of distinction and the compelling evidence that supports that claim.


3. PROPERTY NAMING

Potential names and strategy are presented to the team and together we narrow down the choices. Research is conducted to determine domain names available after final name selection.


4. LOGO DESIGN

Once name is chosen, logo development begins. Design solutions (3-5) are presented and a single logo is selected. Color palettes are presented, logo is finalized with selected palette.


5. TAGLINE DEVELOPMENT

Tagline options are written and shown with final logo choice.


6. BRAND DEVELOPMENT

Brand story is created which includes positioning statement, key messaging, lifestyle photography, color palette, target market description, graphics, patterns, typography and voice.


7. BRANDING STYLE GUIDE

Once brand story is approved, we create a style guide to maintain brand consistency going forward.


8. CREATIVE STRATEGY

Creative brief is developed setting specific marketing goals and communication planning. List of marketing materials is developed.


9. INITIAL BRANDED MATERIALS

Branded materials that are needed right away are designed. These usually include:


• Construction site signage designed

• Building signage

• Property site directional signage

• Leasing office design

• Website splash page design


10. ONGOING CREATIVE PLAN

Design lease-up marketing materials as listed in lease-up package.


After initial branding is complete, the ongoing creative strategy varies according to what your property needs. Whether it's about taking a more digital-heavy approach with an interactive, electronic experience or beautifully printed materials on luxurious papers, branding should remain consistent to continue telling the story that resonates with your audience and achieves your goals.

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