CRRA Naming

Our new headquarters presents an opportunity to create a unified brand.

A chance to create a stronger reflection of being current, aware and alive.

It’s time to go big.It’s time to look sharp.It’s time to take charge.It’s time to reveal the soul within.

We need to increase the relevance of our brand for multiple stakeholders.

Association MembersCarolinaMLS Subscribers/ParticipantsREALTORS® beyond CharlotteStudentsCommunity PartnersBusiness and Government

We have a unique opportunity.

Refresh and unify our brandConvey the relationship of each entityExcite and engage members (value proposition)Improve awareness/value of REALTORS®

Plan for ongoing expansion of CarolinaMLS

We have the opportunity to demonstrate our strengths affirmed through research, interviews and member surveys.

Caring (nurturing, guiding)Listening (responding to members’ needs)Connecting (resource for networking and advocacy)Advising (tools and professional development ) Loyalty (real estate professional and clients)

Today, we will discuss namesfor our Brand Architecture.

Charlotte Regional REALTOR® Association (Masterbrand) Evolve brand name to one that is more aspirational, invitational and actionable.

Mingle School of Real Estate Evolve to a name that is closely linked with Masterbrand to build awareness of Association’s commitment to education/professional development.

Housing Opportunity Foundation Link name to Masterbrand to build awareness of symbiotic relationship with the Association.

CarolinaMLS Evolve name to untether it from geography and connote what it is instead of where it is. Opportunity to connect name with Masterbrand.

Name qualities/characteristicsas approved by the EC:

Unites entitiesCaptures essence of our purposeTimelessSymbolicUnlimited/Boundless

The story behind our new name

The vast tree lines that stretch across the region have long been a symbol of pride and identity for the area.

This natural protection that ascends overhead with its sprawling support embodies what we deliver to our members. Providing a safe, trustworthy

environment for sustainable and professional growth.

Where everything is connected, resources are shared and success is achieved together.

That’s what our legacy has been about since our inception and what’s made us a great organization to be a part of ever since.

Giving members a home away from home where they can find sanctuary, receive specialized training, support, resources and a nurturing business network.

This is a place where we can all work together under one roof to create something greater than the sum of our parts.

CANOPYREALTOR® ASSOCIATION

CANOPYREAL ESTATE INSTITUTE

CANOPYHOUSING FOUNDATION

CANOPYM L S

CANOPYREALTOR® ASSOCIATION

Our Brand Family

How the new name accomplishes our brand goals.

Nuture and supportCAPTURES OUR PURPOSE

Deeply rooted in history/indigenous to our region

SYMBOLIC

Conveys growthUNLIMITED/BOUNDLESS

Implies coverageUNITES ENTITIES

Is perennial and present year-roundTIMELESS

CANOPYREALTOR® ASSOCIATION