The initial multifamily branding phase is only as strong as the community being built. To that end, it’s always a good idea to go over the community plan and figure out the details and amenities that make your development unique.
As multifamily developments continue to focus more on communities and neighborhoods — and move away from the “cookie-cutter” apartment building — architectural character and detail have taken center stage. And your multifamily branding should reflect that.
A community built in Craftsman style and a community built in a modern urban style can’t have the same brand — think through the details and the way the architecture style makes you feel. What’s the emotional difference between unfinished cedar and custom-cut aluminum? Brownstones and cabins? The community’s brand should reflect the homes in it, and the people that will be living there.
We’re not just branding a set of buildings that will sit as a monument to the architect who designed them — people are going to live here! If this project is being built in an existing neighborhood, take the time to research and learn more about its character.
- Who lives here?
- What do they do for fun?
- What are the demographics?
Design and build a brand that reflects the neighborhood, and the development will have an easier time integrating.
If this development is going to be a cornerstone in a new planned neighborhood or revitalize a sagging area, then the research is more theoretical. Talk to the developer of your multifamily branding property, but also reach out to the other developers in the neighborhood. Find out what kind of stores, restaurants, trails, etc., are going in nearby. Look at the vision books and documents for the whole project, not just your piece of it.
Creating neighborhoods is more important than just branding buildings. People are creatures of habit. If the new neighborhood has the look and feel of areas they like and have lived or wanted to live, your well-considered multifamily branding can apply those feelings to the new development. You have a chance to influence the whole character here and should definitely take advantage.
This might seem a little obvious. But let’s go ahead and say it anyway:
If the property has, for example, a big lake on it, consider having that represented somewhere in the multifamily branding.
Groundbreaking? Nah. But there you go.
Not just the obvious natural features should influence branding, though. Maybe the development is only going to have maple trees. Or there’s a specific type of stone that’s across the property. Little things like that can influence and drive the branding, and it’s a really neat thing when there are small, distinct details for residents to notice.