Powered by MOMENTUM MEDIA
realestatebusiness logo

Breaking news and updates daily. Subscribe to our Newsletter!

Home of the REB Top 100 Agents
Breaking news and updates daily. Subscribe to our newsletter

Website Notifications

Get notifications in real-time for staying up to date with content that matters to you.

Embarking on a rebrand? Don’t skip the most integral steps

By Staff Reporter
11 May 2022 | 1 minute read
Mark Morrison

Branding is everything for a business, and real estate agencies are no exception. When embarking on a rebrand, it’s important to realise that you’re looking at way more than a name and a logo.

As Agency HQ chief executive Mark Morrison recounted recently, branding gets to the very core of your operation.

“Successful businesses spend the time developing everything from company culture, to image and personality,” he explained of the branding journey.

Advertisement
Advertisement

Agency HQ, which allows its members to operate under the company’s existing identity or keep or develop their own, regularly guides principals and their teams through this process.

A key piece of advice it gives is to involve everyone in the process.

“They say change is as good as a holiday, and a business rebrand is an exciting period in the history of your business – so why not bring your team in on the rebranding exercise?” Mr Morrison suggested.

“Because rebranding often involves a shake up on everything from your KPIs to your website design, it’s a mammoth task. Getting your team involved in the exercise is a great way to promote inclusivity, to benefit from each individual’s perspectives and professional ideas and to recruit your staff as ambassadors to promote the new changes in the business,” he added.

Not only does this give your staff the opportunity to lend insight, but it also fosters a greater sense of ownership and investment in the finished product, and it allows them to be across the company expectations of sticking to the new ethos and direction.

Once you have the formational building blocks, the next step is making sure you’ll stand out. You’re almost at the stage of deciding on visuals, but not yet.

“Before you go ahead and organise logos or think about changing your business name, look at domain names, social media pages and local competitors to ensure that you aren’t investing in design work, signage and other branding materials only to discover the domain name is taken or the business name is too similar to a competitor,” Mr Morrison advised.

And though designing the visuals of your business might come later in the process than you might expect, it’s absolutely integral to the whole exercise.

“Your logo forms a huge part of your brand identity, including your colour palette for marketing materials and signage,” Mr Morrison said.

To ensure that everyone involved in your agency is proud to bear your company branding and understands how to stick to the script in their individual marketing materials, it’s important to create a style guide so that you have an easy reference for details like fonts, colours and the correct use of logos.

“Are there other visual elements or symbols that make up your brand identity? What do they mean? How do they represent your business and when are they acceptable to be used?” Answers to all of these questions should be found in your style guide, according to Mr Morrison.

Finally, after all that hard work, it’s time to go public.

“Once you are ready to reveal your new logo, it’s time to celebrate the new chapter in your business by sharing the news. You can go as big or small as you want, but it’s important to use the moment to get the positive aspects of your rebrand out there for people to digest,” he said.

Enjoy the moment, while realising that maintaining a strong brand presence requires ongoing work.

“Launch your new look website and social media accounts, integrate your brand into the local community with support from your local news outlets, look for community sponsorship opportunities from grass roots sports to local schools and start building your new identity within the local area,” he said.

Embarking on a rebrand? Don’t skip the most integral steps
Mark Morrison reb
lawyersweekly logo

Tags:

Rankings
rankings
JUST RELEASED
May 09, 2022

REB Top 50 Women in Real Estate 2022

REB is thrilled to present the Top 50 Women in Real Estate 2022 ranking, which sets t ... LEARN MORE

rankings
JUST RELEASED
May 04, 2022

REB Top 100 Agents 2022

Now in its second decade, the REB Top 100 Agents 2022 rankings are the most revered s ... LEARN MORE

rankings
JUST RELEASED
May 02, 2022

REB Top 50 Agents NSW 2022

Even a pandemic has not put the brakes on the unstoppable property market in NSW, whi ... LEARN MORE

rankings
JUST RELEASED
April 27, 2022

REB Top 50 Agents VIC 2022

The COVID-19 crisis has not deterred the property market in Victoria, which has been ... LEARN MORE

rankings
JUST RELEASED
April 25, 2022

REB Top 50 Agents QLD 2022

As the property market continues to roar in Brisbane and Queensland, the REB Top 50 A ... LEARN MORE

Coming up

rankings rankings
Do you have an industry update?

top suburbs

12 month growth
Mirador
103.33%
Bawley Point
98.13%
Walla Walla
90.7%
Byron Bay
86.67%
Kiama Heights
85.93%
Greta
84.14%
Nulkaba
81%
South Hobart
78.78%
Diddillibah
76.25%
Lennox Head
73.98%
SEE AREA REPORTS ON SMART PROPERTY INVESTMENT WEBSITE
Subscribe to Newsletter

Ensure you never miss an issue of the Real Estate Business Bulletin.
Enter your email to receive the latest real estate advice and tools to help you sell.