Every project that a developer creates is a brand communication channel; a development project is a tangible representation of the development organization – this means that every constructed product visually, experientially, and qualitatively communicates what the development organization stands for.
Before we delve into how we can leverage different developing strategies in order to obtain a desired brand, we ought to first cover the value to a development organization of being conscious of their brand communication channels. In our previous post in this series, we covered the fundamentals of branding. In this article, we cover the benefits of a good brand, and how it can drive your business to new levels.
This is the second instalment in our continuing series on brand enhancement. In this series, we will cover the basics of branding, why it is so important to a developer, and how a developer can use several strategies to increase long-term business through their image. If you’ve found this article of use, you may find the rest of the series of use as well.
Follow the links below:
Part 1 – The Fundamentals of a Development Firms’s Brand on the North Gulf Coast
Part 2 – The Importance of a Developer’s Brand on the North Gulf Coast
Part 3 – The Threats to a Development Organization’s Brand on the North Gulf Coast
Part 4 – Developer Strategies for Brand Enhancement along the North Gulf Coast
Part 5 – The Keys to Enhancing a Development Organization’s Brand
Part 6 – Obtaining a Development’s Desired Brand through Planning and Design
Part 7 – How to Protect a Developer’s Brand through Planning and Design
Part 8 – How to Avoid Brand Risks in a Development Project’s Plans
Positioning
The positioning of a business is how they convey their values and efforts. Few developers consciously design their products with their desired brand for specific audiences in mind, so incorporating brand-driven developing strategies in a development project can drive a development organization’s values and efforts to their relevant brand audiences and effectively drive better project opportunities by leveraging this tangible communications channel.
A few questions to consider are:
- What do your past developments communicate about you, and to whom?
- Which of these messages is positive?
- How consistent are the positive messages?
- Have there been any negative messages that need to be consciously avoided?
Differentiating
Separating oneself from the competition is an important step to securing a healthy market share. By having a distinctive brand across all relevant brand audiences, a development organization stands out from the crowd, and as a result are able to more actively pursue the project opportunities that are ideal for their desired future.
A few questions to consider are:
- Which qualities does your organization hold that compliment with other developments in the areas around your previous sites?
- Which qualities separate you from other developments in your area?
- What strategies do other development organizations in your area have to uphold their image?
Scale
Scaling a development organization is made exponentially easier with a solid brand. This goes back to the idea that a brand is an investment of its own – investing into a development organization’s image is investing in the development organization’s future project opportunities.
Leveraging value
Adding brand-conscious decision making to the development of a project results not only in an enhanced brand, but an enhanced product as well. The added satisfaction to primary and secondary buyers, building owners and managers, and the general public will undoubtedly add value to your products. This means that striving for a good brand will ultimately lead to a long-term increase in revenue as well as your desired brand promises.
In conclusion
Now that we have made our case for consciously considering a developer’s brand name with every project, join us in our next set of articles concerning strategies that developers can use in order to reach their desired image.
