Arguably one of the most valuable assets a multifamily property can have is its brand identity. It’s carefully crafted to represent the business to the property’s target audience authentically. In more technical terms, multifamily brand identity is how a property wants to be perceived by its residents and customers.

The components of a multifamily brand identity consist of the name, logo, tagline, color palette, typeface, and all forms of messaging. These components are created for the business to reflect the value it’s trying to bring to the market.

Multifamily Brand Guide 2

Brand Identity Examples

Whether you notice or not, you experience many company brands on a daily basis in some way. The best and most well-known companies have carefully crafted brand identities.

Interbrand’s Best Global Brands 2018 names the Top Ten Global Brands as Apple, Google, Amazon, Microsoft, Coca-Cola, Samsung, Toyota, Mercedes-Benz, Facebook, and McDonald’s. And this list likely brings instant perceptions to your mind — likes and dislikes, experiences, how they make you feel.

Of course, these are the best of the best, the most iconic brands in the world. But they didn’t start out that way. They reached those levels slowly and painstakingly over time. Building a strong multifamily brand identity requires consistency and repetition. For the most successful brands, brand experience delivers on consumer expectations time and time again.

Getting to Know Your Brand

Let’s get personal for a minute and start with a few simple questions. Amazon’s Jeff Bezos says that “branding is what people say about you when you’re not in the room.” Time to ask yourself about your own brand. Are you portraying a specific lifestyle and personality that appeals to your residents?

This lives physically through imagery that’s on your website, social media, banners, and the marketing materials your residents see regularly. Do these images project the type of resident you are trying to attract?

  1. Are you targeting a specific age group or audience? Your brand can undoubtedly target a specific audience and age group. It is essential that a brand identity is not everything to everyone. Your brand should resonate with its messaging to the specific audience to whom you are appealing most.
  2. Is your brand memorable? When you read that list of the biggest brands above, I’m guessing that specific images, logos, and taglines came to mind based on memorable experiences you’ve had with those brands. Your multifamily brand identity is not any different. When you think about all the elements of your brand identity — the logo and images, the promise and personality, and the quality of service — these will leave a lasting impression on your audience and help to shape your brand identity.
  3. Do you inspire? Your multifamily brand identity is not just about the functional elements of the visual outward-facing pieces of the brand. All those pieces should work together to inspire the story your brand is trying to tell.

In answering these questions, never forget who you are at the core. Keeping your brand message aligned with your core values, mission statement, and differentiators will help your audience connect with your company. If your residents connect with your brand, you will gain resident satisfaction and brand consistency.

One of the most important aspects of brand communication is keeping your message authentic. In today’s world of social media norms where at any moment a video or image could go viral, this can work positively or negatively. Keeping your brand message authentic builds trust and is imperative to long-term success.

Is Your Multifamily Brand Identity Impressionable?

Finally, the greatest success markers for your multifamily brand identity are repetition and consistency. As we all know, there will not be a second chance to make that first impression. But there are many chances to reinforce a great impression. It’s critical to ensure you execute your brand identity consistently.

The difference between seeing a well-executed brand as opposed to one with a pixelated logo is palpable. These initial views of your brand can leave a lasting impression with your potential audience. Your brand is your most valuable asset if used correctly; it’s one of the easiest ways to communicate with your audience. So be picky. A strong multifamily brand over time builds confidence and trust from those who support it, share it, and live it.

Multifamily Brand Guide 2