Introduction
The property market is crowded, and too often, new developments blend into the background. Traditional property branding focuses heavily on architecture, visuals, or short-term campaigns, leaving little room for meaningful connection with the audience.
Chris Laws, a brand strategist with deep experience in property marketing, believes there is a huge opportunity to raise the bar in property branding. By prioritizing consumer insight, lifestyle experience, and long-term engagement, developers can create brands that do more than sell—they resonate.
Understanding the Current Landscape
Property brands today often suffer from a one-size-fits-all approach. Many projects look similar because branding is driven primarily by product and architectural design. While these approaches can be effective for short-term sales, they rarely leave a lasting impression.
According to Chris Laws, the most successful property brands start with understanding the audience. What do potential residents value? What lifestyle aspirations drive their choices? How can the brand connect emotionally, not just functionally?
Building Brands Beyond Campaigns
A standout property brand isn’t just about a name, logo, or campaign—it’s about the entire experience:
- Naming and Identity: Choosing a name that reflects lifestyle, culture, or community values.
- Content and Storytelling: Using marketing materials to create narratives that resonate with the audience.
- Customer Experience: Designing touchpoints—both digital and physical—that reinforce the brand promise.
Chris Laws emphasizes that these elements create a brand that exists beyond the sales campaign, building loyalty and recognition for years to come.
Learning from Global and Local Examples
Globally, some property brands have successfully implemented this approach by focusing on community, experience, and lifestyle. Locally, Australian developers are beginning to explore similar strategies, particularly within the emerging Build to Rent sector.
Chris Laws encourages developers to:
- Study successful international examples for inspiration.
- Avoid superficial branding that prioritizes aesthetics over experience.
- Integrate cultural and lifestyle insights into brand strategy from the start.
Why Consumer Insight is Key
At the heart of exceptional property branding is consumer insight. Brands that understand the desires, dreams, and pain points of their audience can design experiences that feel personal and relevant.
Chris Laws notes that insight-driven branding allows property developers to:
- Create authentic connections with potential residents.
- Stand out in a competitive market.
- Build brand loyalty that persists long after the initial marketing campaign ends.
Conclusion
Raising the bar in property branding requires creativity, strategy, and a deep understanding of the audience. Chris Laws demonstrates that by starting with insight, focusing on lifestyle experience, and building beyond campaigns, developers can create property brands that are memorable, meaningful, and distinctive.
Property branding is no longer just about selling space—it’s about building a brand that people want to live with and be part of.