Branding for Real Estate – I LIKE ART

Branding for Real Estate

Make sure you are doing it right!

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Are you tired of looking for the best examples of real estate branding ideas and strategies? Do you have a project in mind but don’t know how to reflect the best of its brand identity? Or maybe you are starting your first real estate branding case and you are unsure which steps to focus on the most? We are here to clarify it once and for all!

I LIKE ART has been working with real-estate properties for more than 5 years now, so we know exactly which parts of the branding strategy require more attention than others, what are the most common problems occurring while working on the new orders, and how to select features that will become the basis for the future identity. We take a 6-step approach that is proven to be effective and not only to leave the clients satisfied but to lead to a long-term partnership and friendly relationships.

Concept of Brand Identity

Brand Identity is crucial for any company as, in the end, it determines how people perceive what you have to offer. We explained the whole concept in a little more detail before, together with other important brand elements. Now, most of the businesses have the brand itself and only then a number of products within this brand. Real estate is different because, in most of the cases, a brand is the product. And that makes brand identity even more important. After all, it suggests that not only people will judge what you do, but they will also get a chance to see how you do it. 

In I LIKE ART we approach real-estate brand identity from a well-tested perspective. To choose the right brand strategy, we first need to know exactly what it is your brand stands for. It means that it cannot be a business with profit as its single goal. There is a need for a story, an emotion behind it. People love spending money when the investment genuinely speaks to them, not when it is obvious that the seller only wants to get richer at their expense. 

So, we always begin to work on our real-estate projects with a long heart-to-heart meeting with the client, where we learn all the ideas for and behind the project, hear about their unique vision for their business and try to estimate what we want people to feel like while being inside the completed building. That helps us to center the entire identity around the expected emotional appeal and also creates a bond between the project team and the client. And we know for sure that maintaining a positive work environment and friendly relationship makes the entire working process much more effective and pleasant for everyone. 

Creating Logo & Graphic Elements

Whether it is a development project, a recently completed investment, a hotel&restaurant business or a shop – the base of identity remains more or less the same. It all starts with the name which determines the rest of the design elements, such as the colors, fonts, and shapes used to communicate the emotion behind the brand. It is very important for us to keep all the elements coherent with each other and throughout different platforms. That’s why, once the color scheme, the name, and the logo are all set – the rest is just about making sure they all play well together. 

However, choosing the right visual elements is not as simple as it sounds. Most of people think about naming and logo development as a highly creative process, which it definitely is, but there is a number of other elements that contribute to the emergence of the appropriate brand book. For real estate, the key component would be thinking in the future tense. Most of the projects begin when the project is nowhere near being completed. However, we need to perceive it as it has already been done and people have already settled in / tried the food / booked the first rooms. 

We prefer working with minimalistic typeface logos because they do not steal the thunder from the main product – the emotion the client would get from actually experiencing what the place has to offer. That is also why in most of the projects the selected colors directly refer to one or several elements of the build itself. By thinking about the best possible outcome we are able to communicate that emotion clearly throughout each of the aspects of the brand identity. 

Warsaw Brothers Development logo
Srebrzynska Park logo
Melia Apartments Logo
Apartamenty Dolny Sopot Logo
Wega Logo

Focusing on Additional Marketing Materials

Once the visual identity of the real-estate brand is complete, it’s time to work on the materials that will be used directly to attract the clients. It includes business cards, folders, firm paper, catalogs, etc. However, we go further than that basic selection of print materials. By developing promotional elements, such as banners, billboards, roll-ups, and even complete stands that can be used during the fairs, we ensure that the identity we’ve been working on remains intact once transported into print.

Furthermore, it is not only the paper we work with. Most of the real-estate projects require a number of physical elements that serve either as a part of the decoration or as crucial parts of the build. Working on all the wayfinding, signs, and 3D elements that complete the estate identity and bring it much closer to the client. 

We believe it is very important for the businesses to hire the same contractors for a single project because only by working with the same team from the beginning to an end it is possible to achieve maximum coherency. 

Central Park Apartments catalog
Novo Park business card design

Visualizing the Project

The most “real-estate” part of the branding in this specific sphere is probably working with visualizations. It can be a real challenge as our job is to bring to life the architectural vision, the client’s perception of its purpose, and our identity together in one project that will perfectly reflect the finalized result. A good visualization covers each side of the exterior, including the building itself as well as the surrounding area, presents the interior according to the purpose of the project, and highly relies on the emotional aspect discussed above. After all, its main purpose is to show people what their real-life experience can be. We make sure to provide visualizations featuring the property by day and by night for all the interested people to know exactly what they are going to get in the end.

Web Design & Development

Web Design & Development for Real Estate is much different from, let’s say e-commerce platforms or personal brands. The website has to sell itself and the property they offer but also needs to be representative enough to cover all the potential questions any person stumbling upon their pages may have. By featuring an extensive description of the services provided by the property as well the detailed floor-plans and/or fully operational computer models of the investment, we ensure that the most basic FAQ about the project are covered on the front page in the entertaining and interactive way. 

Web Design for Real Estate Brands

Another important function of a successful website for real-estate projects needs to fulfill is serving as a business card for the business and its owner. Questions such as “Where is it?”, “Who is working on it?”, “How much is…?” needs to be answered right away and alongside the appropriate contact information. 

Photography & Film Production

Going side by side with visualization, effective photos and a good movie communicate the final experience to the audience better than any copy will ever do. The thing is that by nature most of the people are more perceptive of the visual information. This is especially true for the high-involvement purchases (such as apartments), or the experiences which directly appeal to some of their values (such as hedonism for the restaurants & commodity for the hotels). That’s why it is very important to rely on photographic materials while building your real-estate brands. 

A commonly occurring issue is that clients come to us before the project is completed – hence, high dependency on visualizations. However, we are living in times when one good video is worth a thousand pictures. In our experience, the best way to work around the absence of the completed physical location is to concentrate on the services it will provide or the environment around it which is more often than not used as an important part of identity. 

Promotion and Brand Management

The final stage of real-estate branding is a somewhat shared responsibility of the branding agency in charge of the project and the client who hired them. It largely depends on the type and purpose of the property, but in the most general terms, this step deals with running promotional campaigns on social & traditional media and the long-term cooperation on web hosting as well as the implementation of all the necessary updates to either the websites or the branding materials. 

Do you need a branding agency?

Our team is always ready to answer all of your questions and free you from any doubts! It never hurts to ask and maybe we are exactly what you need right now!

Real-estate branding is done with a long-term partnership in mind.

And when talking long-term, we are talking commitment to a certain client and their goals. It means the complete trust of each other’s vision, the best quality in execution, and dedicated work during the contract. It is, in fact, a partnership, rather than just a contract. Which is why most of the real-estate deals last for years and stretch far beyond one project. Which makes them a perfect client.