What is your Commercial Real Estate Identity? If your commercial real estate business was a person, how would you describe them? What would their personality be like? How would they be different from others? When thinking about corporate identity, these are exactly the types of questions that should come to mind. Corporate identity is the expression of your organization’s culture and character, products and personality. Developing a strong and consistent corporate identity is crucial to inciting trust among your clients and inspiring brand loyalty for years to come.
Like our own personal identities, a commercial real estate brand is expressed through how the company dresses (logos, colors, fonts, and design), how they speak (content, communication, and marketing), and how they act (delivery of products and services). All of these elements are used to create a visual statement about the business and company philosophy.
When starting a commercial real estate business, taking the time to establish a unified brand identity is a step that is often overlooked. However, corporate identity is crucial as it communicates not only how a company views itself, but how it wants to be seen, recognized, and remembered by others.
Unified Corporate Identity Controls Firsts Impressions
When we get to know an unfamiliar person, we use cues from what we see and how we feel to create an opinion about the person. Often, this first impression influences our future interactions (or if we will even have any future interactions!). Likewise, with business, image is everything! Commercial real estate businesses need to communicate a solid brand identity to ensure that they leave a favorable first impression in the minds of their potential clients, increasing the likelihood for further interaction.
Consistency in Commercial Real Estate Identity Equals Professionalism
When all aspects of your commercial real estate business are presented in uniform manner, it demonstrates to the world that your business is professional and organized. Commercial real estate businesses with a weak corporate identity give the impression of being fractured, irresponsible, and chaotic, lacking a clear direction or vision. Clear corporate identity standards and guidelines must be present in every aspect of your real estate business, from your email signature and company letterhead, to your social media pages and website, to business cards, and marketing materials.
Encourages Client Loyalty
A commercial real estate identity reflects the principles, values, and philosophy of a brand. In turn, prospects who resonate with these core values and beliefs are likely to develop a relationship with the business. Additionally, when you have a consistent business identity, clients know what to expect from your brand. Think of successful companies such as Starbucksor McDonald’s, who have unified the customer experience worldwide. Regardless if you enter one of these stores in the United States or in Argentina, you can expect the same ambiance, colors, products, and service. This builds loyalty from your clients, as they always know what to expect.
Developing an Identity Asserts Longevity
A commercial real estate company who has invested in developing a consistent corporate identity automatically communicates to consumers, competitors, and even potential investors: “We are here, and we aren’t going anywhere. Unified branding demonstrates that the company takes growth and success seriously, and will be a reliable contender in the industry.
A good commercial real estate identity conveys a company’s vision, philosophy, purpose and objectives. By taking time to develop a robust, integrated corporate identity, your business will be recognized by current customers, remembered by potential clients, and respected by all.