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