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February 14, 2024

The Art of Property Branding

property brnading
The right blend of local heritage, innovative thinking and clever creativity can transform property brands from ordinary to unforgettable.
The right blend of local heritage, innovative thinking and clever creativity can transform property brands from ordinary to unforgettable.

In today’s competitive property industry, establishing a powerful and resonant brand is essential. Crafting a distinctive brand not only differentiates global businesses but also regional developments, including new-build homes, estate agents, and communities like BTR (Build to Rent), PBSL (Purpose-Built Shared Living), PBSA (Purpose-Built Student Accommodation), and other Co-Living spaces where enhanced customer experience and a nurtured a sense of community comes as standard.

Strategic Branding in Property

Effective property branding goes beyond logo and building signage to include group and regional brand identity elements, each playing a crucial role in strengthening market presence. Case studies of innovative brands such as Skaus Haus and The Paddock demonstrate the value of integrating local heritage and sustainability into a brand’s strategy. This approach resonates with target audiences and showcases the transformative power of thoughtful branding.

Exploring the Depths of Branding Beyond Visual Identity

A brand’s essence is much more than its visual elements; it’s woven through the experiences and emotional connections it fosters with its audience. The innovative use of social media by industry leaders such as Story Homes who use highlights to connect regional developments with its national brand, and Taylor Wimpey who utilises highlights to showcase their range of home types and amenities, showcases how digital storytelling and community engagement can extend far beyond conventional marketing methods, offering a more personal and engaging brand experience.

Drawing from a wealth of insights across diverse industries, we’ve enriched property brands by engaging not just sight but all senses. Adopting multisensory strategies from the hospitality sector, such as ambient sounds and distinctive scents, has allowed us to create truly subtle yet effective immersive brand experiences. This approach ensures every interaction subtly integrates a brand into customers’ daily lives – when individuals interact with a brand almost without realising it, that’s success!

Engagement and Authenticity: Foundations of Brand Longevity

The significance of micro-influencers and the wider community in enhancing a property brand’s authenticity and reliability simply can’t be overstated. By speaking about and showcasing a brand, micro-influencers effectively become its ambassadors! The inclusion of an influencer persona profile at the early stage of brand creation and within brand guidelines is crucial, setting the scene for future representation and ensuring that a brand’s values and messaging are consistently communicated. Micro-influencers add a personal touch and authenticity that can significantly boost brand perception, proving to be invaluable assets. Essentially, a brand that maintains a genuine connection with its audience through continuous dialogue, open two-way communication channels, and a steadfast commitment to its core values is well-positioned for enduring relevance. By building a community around a brand including through micro-influencers, and fostering genuine connections either directly or through ambassadors, messages not only reach but also impact target demographics, solidifying its place in the competitive real estate landscape.

Listen to our podcast on The Power of Property Branding here.


The strategic intricacies of property branding are crucial for success in the. Brands that excel in grabbing attention and building lasting relationships through authentic storytelling, genuine authenticity, and engaging, immersive interactions, all the while conveying pertinent information, truly stand the test of time.

Property professionals aiming to boost their market presence must prioritise these essential branding strategies. Such an approach distinguishes not only global property brands but also their regional developments, enabling companies to develop a dedicated customer base and robust, community-focused brand identities.

Picture of Laura Bosworth

Laura Bosworth

Managing Director

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