MARKETING
3 Simple Steps for Creating a Successful Community Brand
By Ashley Tyndall
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 .
Brand Identity Essentials
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 .
To answer the “ Who is your brand ?” question , consider the following :
• What are your company values ?
• How would you describe your personality ?
• How do you want to be perceived by your audience ?
Understanding your brand character will help determine your messaging , brand identity , and buyer persona — all of which play into driving business effectively .
28 | TRENDS JULY 2022 www . aamdhq . org