When businesses in the property industry think of boosting their marketing efforts and resources, they usually think in their social media, in paid ads, email marketing campaigns, content… but sometimes they underrate the core of the business identity: a good, recognisable and well-reputed brand.

The brand identity is not just a name, a logo and a colour scheme. It is the soul of the company, the narrative that will distinguish itself from competitors, and the company values that drive customer trust and loyalty.

In this blog, we will dig into the reasons why brand identity is crucial in your business and how a robust brand recognition can be a game changer:

• First impressions matter: It’s not just a statement. The company name, the logo, the colour palette, the motto, and everything that your potential clients see of you at first sight will condition their decisions, from accepting a first call or a demo to establishing a trustworthy long-term relationship. Your brand is going to instil what kind of professional you are, and how reliable you are, and anyone seeking an agent or a supplier will inevitably be guided by that first impression.
• The property industry is usually a field where significant financial transactions are made, not to mention life-altering decisions, such as buying or selling your home. Your brand should reflect trust, and reliability and should provide a consistent and recognisable face to your business. Having a website with clear information, including contact details and a “meet the team” section, your mission and vision. Having a clear unique value proposition and showcasing your brand values will increase the trust in your leads: people like seeing that and they’ll buy from businesses that keep things clear.
• But it’s not only about being seen and trusted. It’s also about being remembered. Once a client has bought from you, you want them to remember a good experience, so they think of you in the future. Your team, the customer service, the processes when dealing with leads and clients… everything is part of your brand identity. You need to build a brand that sets you apart from competitors and that helps potential clients to connect with your unique value proposition and core values.
• Emotional branding and marketing have an important role in the property industry, especially for agents. From a first valuation to completion, a buyer or a seller can go through a full roller-coaster of emotions as they’re leaving or preparing to move into their home. Beyond the visual elements or more tangible things, your brand identity encompasses the personality and values of your business. A brand that emotionally connects with its clients is invaluable, guarantees their loyalty for a long time and can turn them into brand advocates who willingly recommend your services to others.
• Never assume that your brand is a static thing. The property industry, like many others, is very dynamic. You might need to make a few updates to your logo, and adopt new values, or make some changes in your mission and vision to be aligned with new market needs and concerns, while your identity and personality remain recognisable and stable and without compromising trust.

Brand identity is not a luxury or an add-on in your branding or marketing strategy. It’s something essential to help you stand out from the competition and to communicate to your leads and clients who you really are and what they can expect from you. It’s lots of information, emotions, sentiment and strategy in an image. Not an easy thing. But we are more than happy to help!

If you’d like some advice on your brand identity, you’re thinking of rebranding and you’re not sure how to approach this change confidently or you’re launching a new business line, we can discuss the best options for you and your business. Email us at lee@angelsmedia.co.uk or call us on 020 8663 4989 and we’ll be in touch soon!