how to develop your branding strategy to make …...how to develop your branding strategy to make...

How to Develop Your Branding Strategy to Make More Money and

Future-Proof Your Business

- Tony Cline HomeVault Property Management

About this session

This session is about my journey of rebranding my company, the mistakes I made, the lessons I learned and how you can use my experiences to make more money and future-proof your business.

Cliffdwellers Real Estate

• Founded in 1978

• Purchased in 2000

• Served Downtown Denver market

• Sales brokerage that also did property management

Issues • External

– Market Shift

– Losing Relevance

– More competition

– Changing Expectations

• Internal

– Stale

– Unmotivated

– Uninspired

– Loss of Key Employee

I Need Help!

• Hire an expert.

• Do it Yourself.

Plan

• RE-FOCUS

• RE-BRAND

• RE-ENERGIZE

RE-FOCUS

Re-Focus

• The more you narrow a brand focus the more powerful it is.

• Tesla vs. Ford vs. Chevy

Re-Focus

Cliffdwellers Real Estate:

Your downtown Denver loft and condo, sales, leasing & Property Management Specialists.

Re-Focus

HomeVault Property Management:

Minimizing risks, Maximizing long term returns.

Re-Focus

HomeVault Property Management:

Tenants: We value what’s inside

Re-Focus

• Clients want brands that are narrow in scope and are distinguishable by a single word. The shorter the better.

Re-Focus

• Girls Scouts

• Boy Scouts

Re-Focus

Which brand represents what we do?

• Cliffdwellers Real Estate

• HomeVault Property Management

Re-Focus

• A brand should strive to own a word in the mind of the consumer.

Re-Focus: What’s the word?

• Safe/Safety, Secure/Security, Protected/Protection: 76%

• Trust: 5.4%

• Guarded, Strong, Peace of Mind, 3% each.

Re-Focus

• When you put your brand name on everything it loses it’s power.

Re-Focus

• A brand becomes stronger when you narrow it’s focus.

Re-Focus

• Being a specialist and having a better name go hand-in-hand.

• Expanding a brand and being a generalist tends to destroy your ability to select a powerful name.

RE-BRAND

Re-Brand

• Logo: What does yours say about your company?

Re-Brand

• “The power of a brand name lies in the meaning of the word in the mind. Unfortunately, for most brands, a symbol has little or nothing to do with creating this meaning in the mind.”

Re-Brand

Re-Brand

Re-Brand • Website & Domain

– Very important

– Very time consuming

– Very worth it

• HomeVault.com

• HomeVaultPM.com

• HomeVaultPropertyManagement.com

Re-Brand

• Pricing

– With the new focus, what will your pricing be?

– Is it consistent with your message?

Re-Brand

• Social Media Strategy:

– YouTube

– Facebook

– Linked In

– Google Business Page

Re-Brand

• Ways to grow your brand:

– Expand into other categories.

– Expand into other markets.

– Expand your client base in your current market.

Re-Brand

• Documentation

– Management Agreements

– Leases

– Marketing

Re-Brand

• Software

– Property Management Software

– MLS

– Contract Software

Re-Brand

• Important tasks:

– Real Estate Commission

– Secretary of State

– Trademark

Re-Brand

Why Re-brand?

RE-ENERGIZE

Brand Launch

Cliffdwellers Real Estate TOD

November 14th,2017

9:00am

Brand Launch

Brand Launch

Brand Launch

Brand Launch

Brand Launch

Brand Launch

Brand Launch

Brand Launch

Brand Launch

New Direction

Director of 5 Star Service

“Welcome Home” with HomeVault

“Welcome Home” with HomeVault

Company Vision

“That’s the way Cliffdwellers did it…

THIS is the way HomeVault does it.”

Plan

• RE-FOCUS

• RE-BRAND

• RE-ENERGIZE