Building a cohesive global brand for a complex, multi-product real estate platform.
Taglines are often considered to be silver bullets for business success, but they’re not as magical as many think. While a tagline can communicate a real estate firm’s unique value proposition in an impactful way, it’s only one tool in the branding toolbox. To be truly memorable, it needs to be backed by a strong brand with the positioning, messaging, and voice that can provide true differentiation. This is why when a tagline fails to catch on, it’s most likely an indicator of a much larger branding problem.
In the digitally driven world, finding the right overlap between a real estate organization’s brand architecture – or how its products, offerings, and services are organized – and its information architecture – or how its website is organized – is critically important, particularly after a rebrand. When done well, each exist independently of the other and make it easier for key audiences to understand and interact with a firm – not the other way around.
In a complicated world, the desire for simplicity is understandable, especially when it comes to brand. There is, however, a fine line between a simple message and a simplistic one. In the B2B real estate world, where decisions and transactions are complex, firms on the quest for clarity and relatability need to be careful to not oversimplify their brands and undermine the considerable value they provide to customers.