Globally, the UK presents one of the most fiercely competitive real estate markets. High costs, allied to strong competition in some sectors and chronic oversupply in others, presents unique challenges to developers and their marketing teams.

One keystone to a successful marketing campaign is a property brand identity. Whether you are marketing an industrial, office, or residential development, a well-developed property brand identity forms a clear point of differentiation between your offer and that of your competitors. Executed via the right activities and channels, it can make a massive contribution towards the success of a scheme – or its failure.

In this article we discuss the essentials of creating a property brand identity, beginning with some fundamental questions. What exactly is a property brand identity? Why do you need one? And how do you go about developing one? For all this and more, read on.

What is a building brand identity?

A property brand identity involves creating a distinctive and cohesive image that represents your development. This includes the name, logo, design, messaging, and overall personality that communicate the unique value and appeal of your project. For commercial and industrial properties, this identity must resonate with potential tenants, investors, and stakeholders, conveying professionalism, reliability, and suitability for their needs.

Reach recently worked with Harworth Group to market their Bardon Hill development. Located in the cut-throat distribution market of the East Midlands, it was crucial that this development stood out from amongst its peers. Bardon Hill was a great success for the client, aided in no small part by the property brand identity we created.

Why do property developments need a brand identity?

Three words to consider here are attention, perception, and value.

There is a temptation to think that brand only has relevance in B2C marketing, primarily where the product needs an emotive ‘pull’, such as with selling new homes. This aligns with a common misapprehension within property circles that every deal boils down to location and £/sq ft.

However, this underplays the role of emotion in all forms of decision-making. Attracting the attention, and shaping the perceptions, of your target audience are key steps towards securing the best end value for you. Thus, so long as people remain part of the decision-making process, property brand identity will always have an important role to play.

How a property brand identity achieves this can be summarised as follows:

1. Differentiation

The UK property market is bustling with developments, each vying for attention. A strong property brand identity sets your project apart from the competition, making it memorable and attractive to your target audience.

2. Credibility

A well-defined brand identity fosters trust and credibility. When potential clients perceive your development as a well-branded entity, they are more likely to view it as professional and reliable.

3. Consistency

A unified brand identity ensures consistency across all marketing materials, from brochures and websites to social media and on-site signage. This consistency builds recognition and reinforces your brand message.

4. Perceived value

A compelling brand identity can elevate the perceived value of your property, making it more appealing to tenants and investors. It signals that the development is of a superior quality and worthy of their consideration.

5. Long term appeal

Above all, remember that the property market is a dynamic entity. Ensuring that your brand identity evolves with market trends and client expectations will maintain its appeal and relevancy.

Negative effects of a poor property brand identity

Conversely, a poorly considered property brand identity can have a negative effect. Inconsistent branding can confuse your audience and dilute your message, while a generic brand identity will fail to stand out. Ignoring the preferences and needs of your target audience can result in a brand that doesn’t connect with potential clients. And finally, a poor design or unclear messaging can give the impression that your property is not up to standard.

Property brand identity is important in every sector

Industrial logistics property brand identity

The industrial and logistics property market has experienced unprecedented growth in recent years, driven by the rise of e-commerce and the need for efficient supply chains. A strong property brand identity is crucial to distinguish your development from competitors.

In the case of Bardon Hill, the property brand identity we developed tells the story of the site in one well-constructed logo. The brand mark serves as a mnemonic device, illustrating the park’s location at the apex of the so-called ‘golden triangle’ formed by the M1, M42-A42 and M6 motorways.

Office property brand identity

Since the COVID pandemic, the office property market has become highly competitive. A distinctive property brand identity helps attract requirements from blue chip occupiers looking for grade-A office space.

Residential Property Brand Identity

The residential market is defined by strong competition, not just between rival developments, but between buying and renting, or new builds and second-hand stock. A compelling brand identity can make your development the preferred choice for homebuyers and renters.

What about second-hand property?

For grade-A properties returning to the market, a rebrand is essential to attract new interest and build perceived value. A refreshed property brand identity can revitalise interest by signalling sustainability improvements or specification updates.

How to create a property brand identity

A comprehensive approach to building a property brand identity involves several strategic steps:

1. Market research

Understand your target audience, including their needs, preferences, and pain points. Conduct competitor analysis to identify gaps and opportunities in the market.

2. Brand strategy

Outline your brand’s mission, vision, and values. What does your property stand for? What unique benefits do you offer? This strategy will be the foundation of your brand identity.

3. Graphic design

Develop a logo, colour palette, typography, and other visual elements to represent your brand. These should be appealing to your target market, and reflective of your brand strategy.

4. Messaging platform

Your brand’s voice and tone should be consistent across all channels. Develop key messages that highlight your property’s unique selling points and resonate with your target audience.

5. Implementation

Apply your brand identity consistently across all marketing collateral, platforms, and channels. Ensure your website, social media, brochures, and on-site signage all reflect the same branding.

6. Audience engagement

Building a brand identity is not a one-time effort. Engage with your audience through regular updates, community involvement, and responsive customer service. Keep your brand top-of-mind and relevant.

Why do I need key messages?

When considering a property brand identity, the visuals tend to dominate people’s focus. However, the language used is just as important. A high-quality messaging platform develops and maintains the correct tone of voice for your audience. It also ensures that your collateral will always say the right things at the right time.

The above image shows the messaging matrix we developed for Bardon Hill. This is a useful tool for ensuring that your messaging platform covers all the major beats of an industrial logistics marketing campaign.

Common messages for a property brand identity

Specification

The specifications of your property should form a central theme of your branding. For commercial developments of all sectors, always state the floorspace in square feet (with square metres in brackets). Industrial development messaging should focus on efficiency and adaptability. For office developments, highlight state-of-the-art facilities and well-being. Residential properties highlight the number bedrooms, plus high-quality finishes and luxury touches. Clear, detailed descriptions of these features can attract discerning clients looking for top-tier spaces.

Location

Location is a critical component of your property brand identity. Highlighting proximity to key areas, such as major population centres, primary arterial routes, or established and desirable neighbourhoods, can significantly enhance the appeal of your property. Emphasize the strategic advantages that your location offers, such as reduced commute times, access to suitable labour, and nearby amenities.

Availability

Flagging when your development will be ready to occupy is one of the most important key messages. State clearly whether the development is available now, or give a date based on your construction timeline. This can be narrowed from a quarterly date (“available Q4”) to a month as the construction progresses.

Transport Links

Excellent transport links are vital for commercial, industrial, and residential properties. Ensure your messaging covers the accessibility of your development, including proximity to public transport, major roads, and any planned infrastructure improvements. This reassures potential tenants and buyers about the convenience of your property.

Sustainability Credentials

Sustainability is increasingly important in property development. Highlight your project's green building certifications, energy-efficiency systems, use of renewable energy, and sustainable construction practices. Demonstrating a commitment to sustainability can enhance your property's appeal to environmentally conscious occupiers and investors.

Demographics

Demographics are of huge interest to potential occupiers. Tailor your messaging to the specific needs and preferences of your audience, whether they are industrial businesses, corporate tenants, young professionals, or families. This targeted approach ensures your property brand identity resonates with those most likely to be interested in your property.

Agent Details

Partnering with reputable real estate agents will add credibility to your property brand identity. This partnership can reassure potential clients about the professionalism and reliability of your development.

Conclusion

A strong property brand identity is crucial for success in the highly competitive UK real estate market, being an essential step towards increasing perceived value, preserving consistency, and fostering trust. All are vital towards securing the best end value for your development.

In a properly constructed property brand identity, collateral should be the result of all the steps detailed above. In the case of Bardon Hill, the results of our preparation were an extremely eye-catching suite of materials backed up by a robust messaging platform.

Using the tips above, you can make sure your branding is distinctive, well-executed, and in line with the expectations of your target market. Delivered through the appropriate channels, it can make the difference between a scheme stagnating on the market or realising an outstanding price amid robust demand.

Want to find out more about property brand identity? Talk to Reach Marketing today