#61 - Your Minimalist Apartment Community Brand Must-Haves
[Episode #61]: Your Minimalist Apartment Community Brand Must-Haves + Download Your 5-Step Checklist
Thinking of re-branding your apartment community? Wondering if you really have everything you need to market it well? We’ve got exactly the information you need! Learn the best ways to approach a branding project from our in-house expert that you can put into practice with your next branding project.
Featured in this week’s apartment marketing podcast:
6 Big Branding Mistakes People Make (and how to avoid them)
5 Branding Must-Haves for Every Apartment Community
“I wanted to create a process blueprint to help get their branding projects there quicker.” -Barbara, Sprout Co-Founder
“Decision-makers and design options: More isn’t always More.” -Rebecca, Sprout Creative Director
6 Big Branding Mistakes People Make
Too many cooks in the kitchen:
Oftentimes we think that more is more. When it comes to branding, you don’t want too many opinions or people involved. The more people, the more you dilute your vision and slow down the process. We recommend keeping it to 2-3 people including the key decision-maker, such as the owner.
Using generic words to describe what you want in a design
Words mean different things to different people. “Modern” to one person may be something totally different to another. Instead of using words or phrases like “make it pop,” try sending over or asking for photo examples and ideas. At Sprout, we love a good mood board that showcases photos of layouts, fonts, and colors. This way they can really envision the ideas we are putting on the table.
Being too afraid to say you hate something
The first thing we tell our clients when working with us is not to be afraid to say they hate something. In fact, sometimes we will put inspiration on the table that we think the client is going to hate just to confirm they hate it. As designers, it’s so helpful to understand what you don’t like so that way we don’t waste our time, and your money, going in a direction you’re not on board with.
Don’t fall into the black hole that is more options
The goal of branding is to create one brand. The more options you put on the table the harder and longer it takes to narrow them down. Remember at every round, you should be taking at least half off the table.
Don’t try to curate options before sending them to your key decision-maker
We oftentimes feel the need to curate pieces before sending them to our bosses. Internally at Sprout, we found that to be a big waste of everyone’s time. Design is so personal and what one person likes someone else may LOVE. In the effort to best curate, we end up cutting something that was perfect for that key decision-maker. Therefore, we recommend that even on your end try not to do too much curation with your key decision-maker. Let the chips fall where they may.
Lastly, know when to call it.
In reality, any of your top picks will probably look incredible and be a good fit. It’s better to stay on pace than to obsess. So when the time comes, just pick a design and don’t look back. Every second your apartment sits on the market without residents, the more money you are throwing out the window.
So the key to a good branding process is:
Trust: You want to trust the people you work with both on your own team and with your branding partner. You need to be able to speak honestly on the good and the bad, so that way you can get to the finish line.
Pace: Branding is not a sprint, but it also doesn’t need to be a marathon either. You want a partner that will help you stay on pace and keep things moving.
Be Realistic: Yes, you want a creative brand, but that creativity should be as usable as possible. You may have the most unique elements of your brand, but if you can’t bring it to life then you really don’t have anything.
Now, read on for our 5 BRANDING MUST-HAVES!
Your Minimalist Apartment Community Brand Must-Haves
>>>Download our list of Brand Must-Haves along with our other top resources with our FREE trial >>> Sign up HERE.
LOGO
Your logo is your foundation that everything is built upon! You need a great logo that tells the story of your community without having to tell it.
2. Floor Plan Drawings & Handouts
Floor plan drawings and handouts are where you should invest.
Second to location, this is one of the most important features that will sell your apartments. Help make it easier for your prospects to imagine themselves living at your community with great floor plans.
Sprout Floor Plan Drawings & HandoutS
3. Marketing Business Cards
Every community needs a branded marketing piece whether that be a postcard or business card. They are the perfect leave-behind for any marketing efforts because they are small, cheap, and can pack a punch. You can make a generic card for your community with the contact details and things that set you apart. They go great with ANY goodie.
4. One-Pocket Folder
Who says you can’t have style and function? This is the perfect brochure that allows you to show off your community amenities and photos, plus, it serves as the perfect takeaway for those who toured so you can pack the personalized information.
5. StickerS
Make ANYTHING branded with easy stickers that get your name and contact info out there. Attach them to welcome bags, outreach goodies, and so much more.
>>>Download our list of Brand Must-Haves along with our other top resources with our FREE trial >>> Sign up HERE.
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