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Property Branding
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A Unique Approach

Branding for property is a unique undertaking — particularly for unbuilt properties marketed ‘off the plan’. It is quite distinct from the traditional branding of businesses, organisations, services, or products — it involves a thoughtful blend of sophistication, reliability and distinctiveness that speaks directly to potential buyers, even when they can't physically experience what they're buying just yet.
When prospective buyers cannot 'touch and feel' what they're purchasing, the brand must bridge the gap between imagination and reality. It paints a comprehensive vision, conveying not just the grand design but also the minute details that might sway a buyer's decision.
Property brands need to mirror the sophistication of the architecture and interior design. They must exude a sense of gravitas, establishing a trustworthy image befitting a purchase that could run into millions of dollars. Trustworthiness is essential; buyers must feel confident in what they’re investing in, especially when the purchase is as significant as real estate.

In a crowded market, property brands must stand out to ensure they're noticed. It's fundamental to success. However, brands also need to reflect the aesthetics and sensitivities of the property which they represent. So it's not as straightforward as simply 'being different' — it's about communicating an appealing story that resonates with the target audience. Rich storytelling ensures that all key messaging is inherent across all communications, and seamlessly evolves over time to support ongoing marketing efforts.

An effective property can't exist to just 'look good. It must work hard — akin to a 'campaign', it must perform in a lead generation capacity across various mediums including printed and digital marketing collateral, websites, display suites as well as traditional advertising. The list goes on. Brand consistency across the different mediums improves memorability and overall effectiveness.

Content and Campaign

At Assembly, we understand that the role of 'brand' in today's modern world is no longer static. Brands need to be 'activated' — be it for the demands of sales, leasing or building brand awareness. The capability for 'activation' needs to be inherent in the brand itself, and considered from day one. Maintaining its core positioning, the brand should swiftly pivot between print and digital environments, particularly as content for digital advertising and social media, increasing its call-to-action and ability to generate leads.

Audiences

Unlike other brands, property branding doesn't typically need to consider internal audiences such as employees. Instead, it focuses intricately on prospective buyers. The customer journey in real estate is often extended, involving a significant amount of buyer research, reflection and time for decision-making. Brands must cater to this journey, providing consistent and engaging touchpoints that help potential buyers weigh their options. It's about creating a trustworthy, distinctive, and authentic brand that can tell a compelling story across multiple platforms, ultimately guiding prospective buyers from interest to investment.

Brands we create for 'off-the-plan' developments extend across both residential, commercial and industrial. Here's a small cross-section.

Links

Project No.56 — Loller Street, Brighton ↗

Project No.28 — Monument, Armadale ↗

Project No.41 — 1 Eastbourne, Windsor ↗

Project No.39 — Royal George, East Freo ↗

Project No.29 — St.David, Hobart ↗

Project No.33 — Parlington, Canterbury ↗

Project No.19 — Industry Lanes, Richmond ↗

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Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™

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