Goal
A reputable real estate agency, turned to CMCG to develop a brand strategy. The company has an established reputation as a reliable partner that puts the interests of customers above all else. This information needs to be reflected in the key visuals of the strategy.
Challenge
In order to complete the work in accordance with the client’s task, we have defined a work plan:
- Real estate market research, audience segmentation, and a detailed description of each segment.
- Competitive analysis with a description of the strengths and weaknesses of competitors.
- Brand positioning and brand strategy development.
- Development of visual images.
Solution
The team began work on the brand strategy by researching the Detroit real estate market, learning information about the competitive environment and target audience. We were able to compile a detailed description of our target audience. We needed to find out who the main buyers of real estate are. The CMCG marketing team divided the audience into buyers of commercial and residential real estate and also compiled a portrait of a certain representative of each segment.
We also conducted a competitive analysis and figured out where the company’s brand should be placed by looking at the strengths and weaknesses of competitors.
Result
After analyzing the information, our marketers were able to determine the values that would help the agency form the right image in the eyes of the audience. On the basis of these values, a brand strategy was made that meets all of the needs of the customer. Dark blue, red, and white were chosen as the main colors for the visual style. This combination symbolizes a serious business style and reliability for potential customers. In this scheme, colors were developed:
- – Company promotional materials.
- – Printed products and documentation in corporate style.
- – Registration of the company’s office.
- – Outdoor advertising design.
The project was completed in the shortest possible time.
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DATE
2020 -
Client
VT investment
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