Apartment branding for corporate-level operators and marketers can have a huge impact. Much of the branding that’s used in the community comes from the top down, and it’s your responsibility to create and keep a positive brand reputation. And that’s not all, really. Picture this: You’ve invested in professional branding development with a creative agency (like Zipcode Creative) or your talented in-house design has crafted a killer apartment brand. But what’s next?
Well, you’re also responsible for ensuring the branding tools are being used correctly and consistently by the on-site managers and agents. Put that beautiful new apartment brand to work!
Why Should Corporate Care about Apartment Branding?
REPUTATION
We’ve already mentioned reputation. In order to see growth in your community, you’ll need to create a brand that your residents can identify with. Branding is necessary to create something recognizable. In working with owners and stakeholders, branding can create something that’s achievable—something that can be grasped, even if only in parts at a time (logo, colors, etc.)
INVESTOR-READY
Your branding, if used effectively, can help sell your community as a package to investors. Seeing professionalism through a full branding package gives the impression that you’re ready to roll, and will help the investors trust you, and put a little more faith in you.
LEASING
Alternately, whatever you’re doing for this apartment building is about getting leases and keeping leases. And before that? Marketing and generating leads. Creating benefits for the property management company is the impetus for all that you do. Branding can help you get closer to getting the place leased up.
Bottom line: Branding creates a vision you can share with anyone—whether they’ll live there, or want to make a profit with a successful business.
Helping Teams Get Set
NEW PROPERTY MARKETING SET UP
Your team needs a lot of help, particularly with setting up property marketing. This is true of both new constructions or of takeovers. Branding items, from business cards to stationery to brochures to digital versions of the logo are necessary so everyone can do their job and do it well.
ON-SITE WORK
It’s a bustling community—and branding guidelines for your on-site leasing agents and managers will keep up appearances like no other tool in your belt.
Take a pulse and go through our mini-checklist here:
- Stationery
- Brochures
- Welcome packets
- Event Invites
- Announcements
- Email blasts
- Mailers
- Signage
Struggling to keep brand consistency with your onsite teams? Check out our blog on implementing on-site branding guidelines here.
Chain of Command in Brand Consistency
TOP TO BOTTOM
If regionals are the deputies of brand “policing” (well, consistency) then you’re the chief of police! You have to, from the corporate marketing level, control as much as you can. All the outputs that require design should be ready to go, with the tools you provide. The bottom—or, the on-site management team, should be getting their marching orders from you. Make it easy for you and for them by using the brand assets and guidelines to allow them to DIY the things they’re responsible for, like social media, or last-minute flyers.
You’re at the top. And from the top down, there has to be clear, consistent branding for your community.
AT THE CORPORATE MARKETING LEVEL
Everything that goes out design-wise should have your go-ahead. Onsite, use brand assets, DIY as necessary, and make it easy for everyone on your team. The tools come from the top, and the brand look and feel should be aligned all the way down.
When you make it easier on everyone with solid, beautiful branding, you’ll be surprised at how well everyone falls in line. Easy color palette, easy fonts, consistency and clarity add up to brand development and recognition—something that will set you apart among other apartment communities.