For Stacey’s birthday, we flipped the script—and decided to let you in on a round of Ask the Founder!

Making a living at being creative isn’t just about knowing color palettes—but running Zipcode Creative is truly a labor of love, finding what works and what doesn’t both with visual and verbal branding as well as within the realm of multifamily.

We do things a little differently. Because our brand founder and creative director Stacey Feeney, takes a different approach. So we picked her brain as our gift to you!

What are your all-time favorite brands? Why?

Stacey: Two come to mind.

Subaru. I love the culture they’ve created around their vehicles. They are THE outdoor adventure car. It’s a movement, really. Mostly, they’ve done a great job of identifying their ideal customer and tailoring their brand and marketing to speak directly to that person. The thing is, they are not the most rugged off-roading vehicle brand and their features really put them in a higher class, but they’ve made a reputation for themselves as being the must-have brand for the outdoor enthusiast. I recently moved to Colorado and sure enough: I go on a hike and 80% of cars in the parking lot are Subarus. I also have one, so I guess it worked on me, too.

Secondly: Kimpton Hotels. I’ve consistently been drawn to Kimpton hotels whenever I travel. They do such a great job of branding the experience through thoughtfully curated interior design that extends into branding. Their features, amenities, and design make you want to stay and spend time in the hotel—more than just using your room as a place to lay your head after a day out on the town you’re visiting. Multifamily can learn a lot from looking at this adjacent industry gem.

What creative work do you do in your own time?

Stacey: I often develop brands for either pro bono/charity work, friends and family, or occasionally we will take on a client outside of the multifamily industry just to bring variety into our day-to-day and keep our creativity flowing. Variety spices things up—we get this through taking on a plethora of project types. For example, I recently created a brand for my cousin—she’s starting a food truck business in Indiana: loaded baked potatoes! My favorite bit: All the clever plays on her name: “Taylor”. Tay’s Tayters is the business, but there are a bunch of fun brand voice additions—see if you can spot them all!

/im

Other pro bono projects we’re currently working on:

• Creative for the Multifamily Mentor Matchmaking group’s new website in partnership with Resi
• Branding for Project 29:11’s “Community Building Through Community Giving” program. 

How do you stay up to date on trends and stuff?

Stacey: Looking both outside of the industry and within is important for this. Hospitality is a great place for me to start because it’s extremely similar to multifamily, and is an adjacent industry, really.  I love keeping an eye on hotel brands because the experience and offering are very much the same, but length of stay is the main difference (short-term vs. long-term).

But: even outside of industries similar to multifamily, like hospitality, it’s good to see which brands our ideal residents engage or identify with. For example, the adventurous or outdoorsy type of persona might resonate with Patagonia, North Face, Subaru, while the health-conscious may be drawn to Whole Foods or Lululemon.

In my day-to-day, Pinterest is a big part of staying up to date for me. It’s a classic, tried-and-true place to see trends and then document them in boards to help my team see the vision.

In your opinion, what’s the biggest challenge in brand development?

Stacey: First challenge is the educational piece.
We always want to make sure clients understand what branding really is (so much more than a logo!) The verbal identity is particularly difficult to grasp at times, because it’s not something that feels tactile or visible in the same way that typography, textures, and palettes do.

My team and I work really hard to produce content all year long that helps educate and shed light on branding: what it is, why multifamily needs it, and the benefits of a well-crafted brand.

The second challenge is strategy balance.
Doing the work in research and deep discovery then strategizing on brand positioning for the right audience…it’s all super important! Yet the thing that makes this the most challenging is when stakeholders have strong opinions that end up trumping our expert advice backed by the research we’ve done and the strategy we’ve developed. It’s always finding the right balance of pleasing owners and stakeholders while also ensuring we are positioning the brand to target the right customers.

The definition of success for us is working with you so you’re happy and your brand works.

Where do you find creative inspiration? What’s the strangest thing/place you’ve drawn inspiration from?

It’s funny how many random things can spark inspiration for me. It could be anything really. Sometimes I get inspired by fashion brands, sometimes it’s car commercials, but usually it’s the most random little detail I come across in my daily life. Lately I’ve been taking photos of the various moss/growths on rocks when I’m on hikes because I love the natural color palettes I find there (and in nature in general). 

What’s the most valuable lesson you’ve learned over the years as a founder and creative director?

As a brand founder I’ve learned how to multitask really well. Ha! But also that I need to delegate because I can’t do it all. So: hiring good people that you can trust. 

I’ve also learned that just because it’s an industry norm or a business standard process doesn’t mean it’s the right fit for me and my company. I am always asking questions and soaking up advice like a sponge from a variety of sources, but at the end of the day I get to make the calls and I often find myself doing something outside of the box because it feels right for me and how our clients experience us. 

As a creative director I’ve learned not to take it personally when a client selects artwork that isn’t my own favorite concept or option. Ultimately, creative choice is subjective. This also goes back to one of the challenges I mentioned previously: Finding the right balance between what we believe will resonate best with the target audience and what the client wants…and what I personally like! 

Come along for a little “day in the life” in which we brand an apartment community. First things first: A little caffeine. Then it’s creative juices and collaboration to the max. Our client makes the first move with…a brand questionnaire.

1. Brand Questionnaire

The Brand Questionnaire is the best way of introducing the brand to us. You fill in the information, and it’s one handy place to see everything you know about your community, location, and your audience.

We’ll ask the facts, figures, goals, and details of the property and of your brand. We’ll seek out inspiration from you through the target residents as well as positives about the location of your community. History, location, and the way you are the solution to a problem all come together to inspire the next conversation. 

2. Creative Kick-Off Call

REVIEW BRAND QUESTIONNAIRE

We’ll take some time with you and kick off the branding process by reviewing what you’ve said. Sometimes it’s about clarifying something you’ve noted, and other times, it’s just way more fun to have a real-life conversation. So much is revealed when we just sit down to chat about your brand.

MAJOR DOS/DON’TS

Then, we’ll check in with some deal breakers. Can’t do orange in the logo? The owner “needs” to see a concept with XYZ in it? We’ll note it and use it. If you have red flags and major dos or don’ts, now is the time to tell us!

3. Research and Discovery

Now that we know the client’s hopes and dreams for your community, we commence the research portion! 

Depending on the level of brand package chosen, we go in depth in varying degrees. For our premium level brand package, our learning and discovery is in depth to the point of persona research, competitor comparison, location analysis, and plenty more detail that gives us the ultimate insight into the current landscape and the clientele that will be most interested in living in our client’s community. Wondering about those details?

We look at:

• Demographics
• Geographics
• Psychographics
• Buyer Behavior
• Generational Data
• (Probable) Customer Journey
• Location Offerings
• Competition

Each of these serve to give us a full picture of the way your community will solve a problem, beat the competition, and reach ideal residents.

4. Naming

It’s worth noting that, of course, none of this is done in a single day. But we wanted to walk through the process to show exactly how much data and details go into every brand we develop for our clients. It’s very likely that on any given day, a member of our team is working on one of these steps!

As creatives, we have to be feeling the creative juices. It can take some time to feel inspired. Sometimes we have to switch up the mood and location to find that inspiration. While it’d certainly be cool to be able to name an apartment on demand or at our client’s command—it’s not always possible.

But we take the details and data, and follow a process, and work through those creative blocks with a walk (probably to the local coffee place) or a tiny dance party. (Our mixtape playlist for your listening pleasure)

Naming an asset is a tricky one. But it’s so cool when we nail it and the client loves it. It’s worth every moment spent agonizing over spelling, inspiration, and research.

PROCESS

We brainstorm. We throw it all against the wall and see what sticks. Meaning comes first. Then: We consider the ideal resident, the type of community, the surrounding area’s vibes and history, the style of the building, surrounding street names, and local flora and fauna. We take it all into consideration, and find something that balances meaning and originality pretty darn well.

VIABILITY

Speaking of originality, we have to see if the name is as original and creative as we thought (think: success instead of cease-and-desist letters). We cross check your name with a:

• Business name search
• Trademark registry search
• URL search
• Social media handle search
• General Google search (we don’t want to name your place after a men’s hair loss cream

Too much competition = confusion.
Too difficult to spell = also confusion.

We ride the balance and find you something that works (and that you’ll be excited about)!

5. Strategy

Then, we take all of the above, add it to a magic 8-ball, shake it up and see what we get.
Absolutely not, nope! It’s strategy time. That research, the brand questionnaire, our conversations in the kick-off call, all serve as a stepping stone in the brand strategy.

Plus: we take the facts and details about a community to tailor that strategy. We consider the community’s:

• Interior design plans
• Architecture plans & finishes
• Amenity package

…and develop the perfect meld of every factor to create a brand strategy that will speak to the identified ideal resident.

6. Logo Design

Strategy is set. We know the direction we’re headed. Time to create the face of the brand: the logo. 

The logo serves as the first impression, and holds a lot of weight. We do say “The logo isn’t everything.” But: It is something. It’s meant to evoke emotion and give insight into your brand’s personality. A strong logo is based on strategy—and helps push your identity forward with colors, shapes, typography, and imagery, all combined into one.

The other bit that’s important about logos: Brand recognition. Without the golden arches, it just wouldn’t feel like McDonald’s. Without that classic swirly typeface, it just isn’t quite the same Saks Fifth Avenue.

Read more here on logo design from start to finish.

7. Visual Identity

And the Oscar for Best Supporting Actor goes to: VISUAL IDENTITY! Each of the pieces of a brand’s visual identity are visual cues that become memorable to the prospects and create brand recognition. We’re talking: colors, design elements, and imagery.

COLORS

The color palette for branding apartments is far more important than one might believe. Use color psychology to your advantage, noting what each color can mean and how they work together as a group. We like to look for inspiration in the surrounding areas, in the architecture, or possibly even some of the art that will be on display at the community.

DESIGN ELEMENTS

Typography, shapes, patterns, textures, all come together to create the branding’s back-up. Every new choice and addition should work in tandem with the selections made so far. 

IMAGERY

Using a combination of stock photography and professional architectural photography, we can create an entire vibe with a set of images. It’s similar to creating a vision board—aspirations for what your brand is and can be.

WHY IT’S IMPORTANT

What prospects and current residents see is vital to your brand. It should align in truth with who the brand is—because every perception they come away with is like a tiny promise that you should be keeping.

The visual identity we create is made strategically to speak to the right audience. Every choice is a conscious one. Because we’re so passionate about getting it right, we create three sweet visual identity concepts (at minimum) to help you hone your desires for the brand. We know that seeing examples can help you focus in on what you want and don’t want, so having more than one choice is the best way to move forward. Kind of like at the optometrist:

Better 1
Or
Better 2?

8. Verbal Identity

You didn’t think we’d end there with our work, did you? Of course not. Brands need a well-crafted verbal identity, too. Do NOT skip this.

Every factor we’ve already discussed comes into play for the verbal identity. The meaning behind the message. The context behind the content.

Who – If you know who you’re talking to, things get a lot easier. We create a particular Ideal Resident Profile (persona) to help tailor the brand voice.

What – When you know what to say (How a brand speaks—what the brand does and DOES NOT sound like) and what the brand archetype and personality is, then you have a clearer picture of how your brand would respond in any scenario, approach any occasion, and focus on with their messaging.

Why – Speaking of focus, crafting the mission, vision, and values along with the brand positioning statement injects soul into your brand. It’s not just about what the brand acts like, it’s about why the brand is saying specific things, prioritizing certain amenities, and creating a certain vibe with their message.

DON’T SKIP VERBAL IDENTITY

Your verbal identity comes together to create a brand that feels personal—something that your prospective and current residents can connect with on an emotional level. And creating clarity and consistency around that messaging is the ideal move. To that end, we create tagline options (“Remember Our Brand!”) plus a whole headline library for your use—in brochures, on the website, in ad campaigns. Along with that, the brand vocabulary gets even clearer with what words to use and what words not to use.

Because we love our clients and want them to succeed, we craft an overview, problem/solution,  products/services, and company culture paragraph with sample writing in the brand voice. There’s nothing like longer-form copy to help hone that verbal identity.

9. Concept Presentation Call

This is the most exciting and nerve wracking bit of the branding process for us. We love to be creative and make something that will set a community apart. During the concept presentation call, we’ll spend time collaborating and collecting your feedback. We don’t do much talking—because we want to hear every one of our clients’ unfiltered thoughts and gut reactions. When the dust has settled a little bit, we work on narrowing down the best direction.

Finding the balance between your vision and our guidance is always the best way forward. While we’re the strategy and design experts, we know you’re the expert of your brand. Because we’ve done the research on your ideal resident profile (IRP), competition, and how to achieve your goals, the target audience is always part of the vision as we work and collaborate to creatively develop a community brand.

So Many Steps! What’s the Return?

When our clients ask us about ROI for branding, we feel confident when we point out brand recognition, adding perceived value, and creating a streamlined resident experience. 

Is branding an apartment community the best part of our job? 1000% yes.

And it’s (arguably) the best part of marketing—because it’s the part residents relate to. It’s not the 10 billion emails you send that resonate or the ads you used to target them (however precisely). 

It’s what you say in the email.
It’s the name of your apartment community.
It’s the tagline.
It’s the color palette.
It’s the logo they’ve come to recognize across your marketing channels.

It’s consistency that boils down to trust. 

Apartment Branding for Faster Lease-Ups

We’ve probably all heard at some point “Build it and they will come.” But that little phrase carries a lot of questions with it: What should I build? Who will come? And how quickly will they come? It’s just a phrase—but we’d like to offer as an alternative:

“Brand it, and they will come faster!”In the multifamily industry, apartment branding hasn’t always been the priority. Apartment communities are built on the idea that a place to live, shelter, is a necessary item. While it’s true it’s necessary, it’s also true that there is a lot of competition.

To maximize your lease-up speed and revenue, apartment branding is more than a “nice-to-have”—it’s a core factor.

Apartment Branding for Marketing Success

Branding vs. Basic Supply: The Difference

There is a housing shortage for both homebuyers and for those that wish to rent. So, if you follow rules of supply and demand, the housing will eventually lease up because it’s in demand—but maybe not as fast as you’d hoped.

Competition has become fierce in the market. There are many apartment communities near yours, offering similar amenities and units. Why shouldn’t they pick your competitors? Why should they choose you instead?

Branding. Branding can expedite the process, tightening up your lease-up process. By creating an emotional connection with prospects and residents, and helping seal the deal with full end-to-end branding that emphasizes clarity and consistency and forms trust.

Or, if you’re more into the money side of things, think about it this way: If you have units vacant for longer, that’s missed revenue. That’s an increase in marketing costs to reach a wider group to see if someone in that group will convert and sign a lease. Also, if a resident moves into an apartment, and the unit next to them is empty, they may begin to question why they signed a lease at this place instead of the one across the street.

Identify End Goals Before Branding

What’s your end goal? In multifamily, there are two primary goals for properties: Build-to-sell or long-term hold.
Before you brand you’ll want to know which direction you’re headed in. Then, you’re better prepared for strategic branding decisions. 

BRANDING APPROACHES 

Branding approaches will be different for each path. For:

• Build-to-sell: Will you maintain the brand for the new owner or allow for rebranding? If your plan is to sell before leasing up, more intensive branding development may not be the right move for you. Alternatively—if you plan to lease up before selling, branding will be vital for you to attract residents before you sell.
• Long-term hold: Investing in more extensive brand development makes a lot more sense if you’re retaining the property for the long-term.

Knowing what’s next in terms of ownership can help marketing teams understand the role of brand strategy. It’s possible that a light touch with branding may be enough to get the property sold. If you plan to hang on to the property as part of your portfolio, branding should be a larger budget line item and a bigger consideration—as it can, as mentioned above, help with leasing rates and speed.

How Branding Accelerates Leasing

THE POWER OF APARTMENT BRANDING

Excellent apartment branding is the key to reaching the brand’s ideal resident profile (IRP) and possibly raising rental rates (be sure to offer actual value along with that perceived value, though.) Branding sharpens targeting, and it helps keep focus where it’s needed: on the resident. 

A well-crafted brand points to your community like a beacon—“pick me!” Your community can stand out if you choose to make it different in the ways that you can: with branding. When you create perceived value (“this is worth it!”), you can speed up leasing.

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Refresh Your Property—Including Your Brand

Flooring isn’t the only thing that needs a good refresh every so often. Your apartment brand could use a little zhuzh. 

Your property upgrades shouldn’t be limited to the physical. Think about your verbal and visual brand identity too. Is it still serving your current IRP? Does it still look good? Does it still sound good? Your countertops and flooring will get worn out with time, and your brand may also become a little lackluster over the course of several years, especially when compared to the new kid on the block.

Instead of a full-on brand revamp, consider a brand refresh. Tighten up your design elements, tailor your colors to be more appealing, and work out a brand voice that sounds more like the brand you’ve become (if that’s what the brand should be).

Wondering when you need a brand refresh? Here are the tell-tale signs and times:

• Shifts in the target demographic (keep up with who you want!)
• Competitor landscape changes (keep up with the Joneses!)
• New market trends or community repositioning (be accurate to your offerings and stay in the limelight!)

Maximizing an Apartment Brand Investment

ROI is always a consideration for marketing decisions. How can one prove the importance and the efficacy of an apartment brand?

Track it all.

And start off on the right foot.

In order to effectively maximize your apartment branding investment, please do the following:

• Invest in high-quality design and messaging from the start—not when something “just isn’t working.”
  • Rationale: Upper management won’t be keen on spending more money if your first branding efforts were haphazard or sub-par. Goodbye marketing budget increase request.
• Create a brand that addresses long-term goals—whether you’re selling or holding.
  • Rationale: If selling, your brand should paint a picture for the new investor or buyer. It won’t be doing all of the heavy lifting though. If you’re holding the asset, you’ll want to work harder on creating a brand that will last and does what you want. Focus on your future goals and align your brand strategy with it.
• Use data to track your branding effort impact
  • Rationale: Is the community leasing up faster? Are occupancy rates higher than before branding was developed? Track it all. This is evidence of ROI—and should be brought to any budget or progress meeting for the marketing team.

Apartment branding can help with faster lease-ups and higher returns (if you do it right). It’s a long-term investment with a sometimes-large up-front cost. However, when you’re dealing with a competitive market and strong demand—standing out is a necessity. And branding can help you get there.