You don’t have to be a professional marketer to know that brand matters; and this isn’t true only for the big brands like Coke and Levi’s. It’s applicable to all brands, including that which belongs to your multifamily property.
I like best how brand expert, Jerry McLaughlin, speaks on the topic of brand. “I think “brand” is one of those words that is widely used but unevenly understood,” he says in a recent Forbes article. “Put simply, your “brand” is what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual (e.g. It comes in a robin’s-egg-blue box), and emotional (e.g. It’s romantic). Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind.”
Because brand perception is something that lives only in one’s mind, it’s both difficult to control and to change. Making sure your first impression is awesome and that it stays that way is therefore an ongoing challenge for businesses everywhere.
Here’s some tips to make it easier:
- Know thyself. This is a phrase often used when talking about the importance of knowing what’s important to you, what you stand for, and your personal goals. Take all that and apply it to your multifamily business. What do you stand for? What is important to you in the way you reach and provide for the families that call your property ‘home?’ What are your goals? These are critical questions go to the root of your brand.
- Write it down. Putting it in writing often helps to materialize thoughts and motivate actions. Thinking that our brand stands for keeping families safe is one thing. Seeing it in writing helps us consider factors that may not be so safe and incite us to action on making changes.
- Talk it up. Walking the walk is so much more important than talking the talk; but making sure you’re drawing attention to your strengths and those things you want your brand to be remembered for is a critical consideration in every marketing campaign.
- Be consistent. No matter what, make sure your message is consistent. You can’t say that your brand stands for affordability and be one of the highest priced properties in the area. Or, you can’t say that you offer concessions, but not offer them equally across the board. Trust and brand go hand-in-hand.