When commercial real estate developers are ready to make their project public, the first step is often naming it, and unveiling their vision through a website, logo and maybe even a tagline.
But because it can be years before construction is complete, it’s essential to begin immediately to bring that brand to life to generate buzz for attracting tenants, showing that a project is real, drowning out the competition, or calming/exciting the community about what’s to come.
Of course, there are many ways a brand comes alive once a project is complete and tenants move in. The brand can be reflected in the architecture, interior design, signage, or wayfinding. It can be reflected in the actions of employees, such as community giving or thought leadership. And it can happen through events.
But well before any shovel hits the ground, building the brand is as much of an effort as building an office tower: You start from the ground up.
First, what’s the story behind the logo or name? There was a reason why you chose it. Does it reference history? Is it about the future? If it’s neither -- simply an address, for example -- you need to create a story around it, imbue it with a vibe or essence.
That storytelling needs to be wholly connected to the name and logo -- and even the functionality of the website. Here are the best practices for launching and building a commercial real estate brand:
The goal with all of this brand building is to accelerate the sales process and bring greater value to the project overall. It’s a good investment.