The name

What’s in a name? Well, quite a lot actually, when it comes to most businesses. You either go for a name that encapsulates you and your services all in one – for example, Webuyanycar.com, Sky Sports, Dunkin’ Donuts, etc. – or you go for something a bit more quirky, distinctive and enigmatic.

Uber, for example, doesn’t immediately shout out taxi service, but through clever marketing, social media and word of mouth it has become the biggest challenger to the black cab monopoly in London.

Zoopla is another – property-related – one. It doesn’t seem to really mean anything on its own, does it? But now, just as people associate Uber with taxis and Tinder with dating, Zoopla is immediately synonymous with property.

Some brands are so big that you don’t even stop to think much about their names – you just associate them immediately with a given service or product. McDonald’s, Google, Amazon, Nike, Apple, Starbucks, Kellogg’s, etc. – all have become household names; so much so that you don’t even have to give a second thought to who they are or what they sell.

That’s the ultimate goal, I suppose – instant brand recognition, instant association. If you’ve achieved that, you’ve made it.

The colours

As humans, we react better to visual images, which means colour plays an absolutely crucial role when it comes to branding. When you think of products with the colour red, what do you think of first? Kit Kat? Coca Cola? Now consider the colour orange. I bet you think first of easyJet, Tango and Sainsbury’s.

Orange – a bright, distinctive, potentially off-putting colour, you might have thought. But some brave firms have taken the plunge and made it their own, made a virtue of its stand-out nature.

And it’s a common theme – products and colours being intrinsically linked. McDonald’s dominates the colour yellow, Cadbury’s has an instant association with the colour purple, Facebook and Ford have a hold over the colour blue, Google and eBay took ownership of the multi-coloured approach, while the BBC and Next went for black and white to stamp their indelible mark on the nation’s consciousness.

Colour is important – not just to make your brand stand out and attract the eye of potential customers – but also to help define your product/service. Some brands mix and match, some stick to one colour, but all major brands have a colour scheme that most people – in a quiz – would be able to correctly identify.

It’s the case in the world of property, too. Purplebricks is the biggest online agent – and a big part of the reason for that is its distinctive purple branding, something it makes a big thing of. Zoopla chose purple as well, but Rightmove – the country’s biggest portal – opted for a subtler, softer approach, which goes to show that loud, bright colours aren’t enough on their own to make you the best.

Foxtons, meanwhile, is well-known for its green, white and yellow colour scheme. Some criticise it for being too in-your-face, but it certainly captures your attention. Savills' red and yellow branding, too, is either an assault on the eyes or a stroke of genius depending on your viewpoint – but again, it draws you in.

The logo

You know you’re doing something right when a logo alone is enough to signify a product. The Nike tick, the big McDonald’s M and Apple’s apple are all good examples of this. You know, without even pausing to think, exactly what these are.

Most brand logos keep things very simple. They’re not intricate or over-the-top – in fact, they revel in simplicity. Think of Dove, Disney or Sony. None of these shout at you or demand your attention in an obvious way, but they still manage to ingrain themselves in your brain. If you took the words away from the Pepsi, IKEA and Land Rover logos, for example, most people would still know what was being advertised.

That’s the skill – creating a brand that is so well known that visual images alone are enough to trigger familiarity and recognition.

The slogan

It’s similarly the case with slogans. “Just do it”, “Every little helps”, “Because you’re worth it”, “Does exactly what it says on the tin”, “The Best a Man Can Get” – most people, from these slogans alone, would give me the answers Nike, Tesco, L'Oréal, Ronseal and Gillette.

Slogans can help encapsulate a product in a few small words, can help to make it memorable and hard to shake off. If it’s combined with a catchy jingle, it’s guaranteed to get stuck in the heads of the people who see or hear it.

I’d say this is one area where property still comes up short. Rightmove’s Find Your Happy is quite catchy, but I’m struggling to think of too many other stand-out slogans from our industry.

Most agents either don’t have slogans, or it’s not entirely clear what they are. Of the ones that do, the slogans certainly haven’t entered into the public's consciousness.

Here are some examples: “Completely London, Completely Local”, “An estate agent you can love”, “Integrated solutions, local expertise”.

Without resorting to Google, how many people would be able to tell me who these slogans belong to?

Branding isn’t an exact art or science. In some cases, it just works. In others, it doesn’t. But its power shouldn’t be underestimated. People trust brands. People often associate major brands with good reputations.

As reputation and trust is everything when it comes to estate agency, the world of property is one area where good branding – and getting your name out there, in a positive and distinctive way – is more important than most.

On its own, good branding isn’t enough – you need a good product to back it up. But it is likely to play a key part in the success, or otherwise, of your business.

If branding wasn’t so important, big companies wouldn’t spend so much on advertising, brand awareness and brand enhancement. A good brand can take you a long way, whatever the industry.



Services

Property Valuations
We offer a free, no obligation valuation service. We prepare and research thoroughly before we visit your property - always by appointment. We know the correct valuation for your property because we are local experts and, in any case, the more valuations we do, the better our guide will be. Please contact us to see how we can help you.
Quality Marketing
Marketing your property starts with appealing visual imagery. Our main goal is to add a personal touch to our property photos. We have our own in-house photographer who does all our photoshoots and allows us to truly represent our vision. We make sure you get the highest possible quality so that your property stands out from the crowd.
Property Management
Let us take the strain and anxiety out of managing your property with our hands-on approach. Our landlords can be assured that we will act on their behalf and with their best interests at heart. To ensure a fast, efficient and informative service for our landlords, we have installed the latest computer technology so that clients' payments can be made by electronic transfer, followed up with a detailed statement of accounts.
Legal and financial advice
Moving house can be one of the most stressful times of your life. However we know that by using our friendly, recommended law firm, Curry Popeck, that your conveyancing work will be dealt with speedily and efficiently. Stonehouse Financial is our recommended partner for mortgages & Enra Group for second charges, investment funding or bridging.
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Relocation Assistance
We are proud to be affiliated with Aussie Man & Van removals who are a market leading relocation firm covering the whole of the UK. They provide reliable relocation services and are fully insured by the BAR to give you the utmost peace of mind while your belongings are being moved.
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Maintenance
Our maintenance partner is APS Maintenance Ltd (APS) who have many years’ experience in residential property maintenance and building. With fully certified employees on call 24 hours a day, they provide an unparalleled service and speedy response to all maintenance issues.
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