In marketing, a nice, new apartment logo design can act like a major pick-me-up. It can increase attention, create interest, and represent your community well. A logo is, no doubt, hugely important to your branding. It tells people who you are (your name!) and shows people who you are (font choices and typography case, colors, style). It may be the first thing they look at and be a “stand in” for your brand when you’ve finally developed brand recognition with your residents—current and prospective.
However, a logo won’t do the heavy lifting. You’ll need to fill in the gaps, even if you’ve created a beautiful new apartment logo. Here’s what a logo won’t do in apartment marketing:
A logo alone may not capture prospective residents’ attention.
But a thoughtful brand identity system can. If you don’t have a brand style guide already, get one. It will help you create brand clarity and will help you develop that brand recognition you’ve been hankering for. Consistency is the key here. Using the same colors and typography (they’re likely in your logo) and style and voice and imagery will develop something worth looking at. And that is how you’ll not only capture, but captivate your prospective residents’ attention. Brand identity opens the door to that. There’s only one community like you—design like it.
A logo alone won’t get you more social media engagement.
Being a good storyteller and sharing (cohesive) content consistently does that. If you’re trying to find a follower growth hack, a logo won’t get it done for you. There are tools to understand what’s working and what’s not—use those analytical tools. Also, figure out what your goals are with social. Education? Engagement? Entertainment? It’s great if you can have a mix of it all. It also helps to understand who is reading the posts—you should be writing to them and sharing what will be valuable to them. Be sure to keep your content cohesive in terms of what you’re addressing, your brand messaging, and the general look and feel of your posts, as well. Seems like a lot, but you’ll get in a groove. And scheduling tools can help with that too. All in all, you can’t just keep posting on your accounts with no strategy or plan, and hope for some sort of social media miracle. It will take much more than that to get engagement.
A logo alone won’t likely generate new leads.
Clear and purposeful brand messaging definitely will. Through the “attract, convert, close, delight” process of lead generation, your tactics aren’t the only thing keeping them in the sales funnel long enough to become a resident. Your brand messaging that you put out through promotional marketing channels (think email, social media, and blog) is the driver for new leads in today’s apartment marketing landscape. Create or hire out help to make beautiful floor plans and maps. Be the best in the business. Implement a killer marketing strategy and stick to it. You have to reach your audience where they are, and you have to convince them that you’re the right community with clear brand messaging. Does this include a logo? Absolutely. Is the logo the only thing sitting in your email? Definitely not. Read through some of our best insights for extra tips and tricks on a killer email strategy. Likewise for social media best practices. When you drive your prospective residents to a landing page, you are one step closer to a signed lease. The logo helped, but it didn’t do it all.
A logo alone won’t lease up more units.
Logos can’t answer the phone, draft emails, place ads, and design and send mailers. After your logo attracts them, your culture needs to delight them. Your amenities should inspire them. Your customer service should make them feel right at home, like this is the place, the most helpful place. So, a brand (with a good logo) is a start. Add in competitive rates and marketing the lifestyle of your community (it’s a state of mind, not just an apartment) and you’ll have a lean, mean, leasing machine—that’s also 100% helpful humans.
I think by this point, you’re seeing the theme: A logo is, of course, not useless, but its strength is not in isolation. It’s one part of a beautiful picture of good (dare we say great) apartment marketing. Below are the key pieces. Start with a logo and brand identity, and build from there.
Brand Identity +
Brand Messaging +
Marketing Strategy +
Cohesive Content =
GREAT APARTMENT MARKETING