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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 artistic director Janet Pozos offers her branding finest practices.

In March’s Advertising and Branding Month, we’ll go deep on agent branding and finest practices for spending with Zillow, and extra. High CMOs of main companies drop by to share their latest techniques, too. And to high off this theme month, Inman is debuting a model new set of awards for branding and advertising leaders within the trade known as Advertising All-Stars.

Whether or not you’re recruiting new brokers or looking for to retain the nice ones in your current roster, model identification performs an element. Though brokers and employees will probably be in search of in-depth details about your organization’s philosophy and mission, they’ll be attracted, at the very least initially, by your branding.

Folks ceaselessly consider branding in a restricted sense, maybe as the corporate identify together with a emblem and tagline. In actuality, after all, branding includes a lot extra, from visible parts like the colour scheme and fonts utilized in advertising campaigns to conceptual parts just like the narrative voice utilized in written supplies or group occasions which might be in line with the corporate’s said objective.

As a graphic artist, I feel lots about how to make sure our model interprets throughout all of our inner and exterior communications and advertising collateral. Listed below are a few of the methods I guarantee model cohesion.

1. Make branding and advertising a core worth

At our brokerage, the core values speak in regards to the significance of promoting. 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 assume by 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 shoppers. By serving to brokers to search 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 the best way to use the tech we offer. By serving to them assist their shoppers, we maintain brokers from going rogue and creating advertising supplies on their very own that may not keep our model identification.

We associate with Maxa Designs to create state-of-the-art advertising supplies particularly geared towards the wants and necessities of the actual property trade. 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 pieces that brokers ship out. 

As well as, we’ve got 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 shopper, we prioritize it. The result’s a model that brokers are joyful to align with and promote by their very own advertising efforts.

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