How to Develop Your Branding Strategy to Make …...How to Develop Your Branding Strategy to Make...
Transcript of How to Develop Your Branding Strategy to Make …...How to Develop Your Branding Strategy to Make...
How to Develop Your Branding Strategy to Make More Money and
Future-Proof Your Business
- Tony Cline HomeVault Property Management
About this session
This session is about my journey of rebranding my company, the mistakes I made, the lessons I learned and how you can use my experiences to make more money and future-proof your business.
Cliffdwellers Real Estate
• Founded in 1978
• Purchased in 2000
• Served Downtown Denver market
• Sales brokerage that also did property management
Issues • External
– Market Shift
– Losing Relevance
– More competition
– Changing Expectations
• Internal
– Stale
– Unmotivated
– Uninspired
– Loss of Key Employee
I Need Help!
• Hire an expert.
• Do it Yourself.
Plan
• RE-FOCUS
• RE-BRAND
• RE-ENERGIZE
RE-FOCUS
Re-Focus
• The more you narrow a brand focus the more powerful it is.
• Tesla vs. Ford vs. Chevy
Re-Focus
Cliffdwellers Real Estate:
Your downtown Denver loft and condo, sales, leasing & Property Management Specialists.
Re-Focus
HomeVault Property Management:
Minimizing risks, Maximizing long term returns.
Re-Focus
HomeVault Property Management:
Tenants: We value what’s inside
Re-Focus
• Clients want brands that are narrow in scope and are distinguishable by a single word. The shorter the better.
Re-Focus
• Girls Scouts
• Boy Scouts
Re-Focus
Which brand represents what we do?
• Cliffdwellers Real Estate
• HomeVault Property Management
Re-Focus
• A brand should strive to own a word in the mind of the consumer.
Re-Focus: What’s the word?
• Safe/Safety, Secure/Security, Protected/Protection: 76%
• Trust: 5.4%
• Guarded, Strong, Peace of Mind, 3% each.
Re-Focus
• When you put your brand name on everything it loses it’s power.
Re-Focus
• A brand becomes stronger when you narrow it’s focus.
Re-Focus
• Being a specialist and having a better name go hand-in-hand.
• Expanding a brand and being a generalist tends to destroy your ability to select a powerful name.
RE-BRAND
Re-Brand
• Logo: What does yours say about your company?
Re-Brand
• “The power of a brand name lies in the meaning of the word in the mind. Unfortunately, for most brands, a symbol has little or nothing to do with creating this meaning in the mind.”
Re-Brand
Re-Brand
Re-Brand • Website & Domain
– Very important
– Very time consuming
– Very worth it
• HomeVault.com
• HomeVaultPM.com
• HomeVaultPropertyManagement.com
Re-Brand
• Pricing
– With the new focus, what will your pricing be?
– Is it consistent with your message?
Re-Brand
• Social Media Strategy:
– YouTube
– Linked In
– Google Business Page
Re-Brand
• Ways to grow your brand:
– Expand into other categories.
– Expand into other markets.
– Expand your client base in your current market.
Re-Brand
• Documentation
– Management Agreements
– Leases
– Marketing
Re-Brand
• Software
– Property Management Software
– MLS
– Contract Software
Re-Brand
• Important tasks:
– Real Estate Commission
– Secretary of State
– Trademark
Re-Brand
Why Re-brand?
RE-ENERGIZE
Brand Launch
Cliffdwellers Real Estate TOD
November 14th,2017
9:00am
Brand Launch
Brand Launch
Brand Launch
Brand Launch
Brand Launch
Brand Launch
Brand Launch
Brand Launch
Brand Launch
New Direction
Director of 5 Star Service
“Welcome Home” with HomeVault
“Welcome Home” with HomeVault
Company Vision
“That’s the way Cliffdwellers did it…
THIS is the way HomeVault does it.”
Plan
• RE-FOCUS
• RE-BRAND
• RE-ENERGIZE