A real estate network has delivered on its members’ calls for a fresh brand identity, modernising its national presence following extensive consultation and research.
First National Real Estate has announced a new look that will allow for a unified identity, after finding that an inconsistent approach was diluting its brand power.
Rather than just a logo change, the network said the updated look showed a renewed commitment to customer connection, community commitment, and service excellence.
It said the familiar blue colour palette has been retained and revitalised, keeping its market distinctiveness while introducing a more contemporary and digitally-focused expression.
The company’s chief executive, David Edwards, said the new direction was based on data, member sentiment, and the evolving expectations of consumers and the industry.
Thorough consultation programmes were carried out ahead of the rebrand, with every member office surveyed, and more than 50 detailed member interviews conducted nationally.
A marketing reference group was also established, and extensive specialist market and industry research was undertaken.
Additionally, brand agency Whippet commenced a complete review of the industry’s competitor positioning, incorporating a brand health survey of over 1,000 consumers.
Edwards said the move was about ensuring the business’ brand identity was reflective of its purpose, which was to help Australians experience the security, prosperity and sense of community from property ownership.
“Our members made it clear that they wanted a more modern, more unified and more compelling national brand. The new creative is the result of listening carefully and acting decisively,” he said.
Communications and marketing director, Mark Jansen, said brand inconsistency had diluted the power of its national presence, making reunifying the network a priority.
“The strength of any cooperative brand relies on consistency, professionalism, and shared belief,” he said.
The rebrand rollout will occur in stages nationwide, extending through to the end of 2027, in an attentive manner where every member will receive dedicated operational and design support.
Meanwhile, a consumer-facing national launch campaign is scheduled for early 2027.
Edwards said the organisation viewed the rebrand as the beginning of a broader transformation.
“We will continue to honour the co-operative principles upon which First National was founded back in 1981, while modernising the way we support our members, appeal to consumers and invest in our network for future growth,” he concluded.
Want to see more stories from trusted news sources?Make Real Estate Business a preferred news source on Google.
