Define Your Business With Brand Guidelines For Real Estate

Define Your Business With Brand Guidelines For Real Estate

Brand guidelines are used by small businesses and massive corporations alike to create a unified vision for their brand, and establish consistent use of design elements and key language across all channels and mediums. This can come in handy when your business has multiple people involved in marketing/communications, you’re outsourcing this work, or you simply wish to have something to refer back to should there be any uncertainty about tone or content in your advertising or communications. So what can brand guidelines do for real estate professionals?

Maintaining a strong and consistent brand is paramount for Realtors® looking to boost their reputation and grow their client base, and brand guidelines are the perfect tool for this. While many real estate professionals may think brand guidelines are only for mega-corporations who employ hundreds of people just to carry out their marketing, but the strength of your brand is arguably more important in the real estate industry than anywhere else. Think about it. When so much of your business is based on mutual trust and personal relationships, any inconsistency in your brand’s messaging can have potential clients doubting your authenticity. Here, we’ve tried to compile an overview about what you should include in your brand guidelines, and why you should considering making a set for your real estate business!


Why are brand guidelines important?


1. Maintaining consistency

As we’ve already alluded to, your brand is your public face – which, especially in real estate, is a huge facet of your business. While it’s key to convey an image of warmth and professionalism in everything you release, what’s even more important is providing your audience with a strong and unwavering message that makes them want to do business with you. This extends to everything from your tone, your overarching ideals, and even smaller but immediately noticeable aspects of your brand like font types, logo placement/colours, and anything else that clients can perceive in your advertising. For observant home buyers and sellers, even the slightest discrepancy in your marketing can make them rethink their choice, so it’s important to present a unified front at all times.


2. Eliminating confusion within your team

No matter the size of your business, it’s hard to run everything by yourself. At some point, whether you outsource the work to a freelancer or an agency, or task a colleague with a marketing missive, you’ll need to share this workload with others. How can you be sure they’re doing it exactly to your standards? Without brand guidelines for your real estate business, you’ll have to hope that the people you work with are able to put together advertising that matches your pre-existing standards.


3. Providing a jumping off point for creative advertising

If you compile an outline of your basic branding principles and establish proper use of various elements, it’s much easier to get out of the rut that many creatives find themselves in. Knowing exactly where to put logos, what typefaces are acceptable, and having a general tone and mission for your communications helps eliminate uncertainty and lets you focus on creating attractive and engaging advertising for your business.


What should they contain?


1. Your business’ logo

At the core of every business’ brand is a well-crafted logo. If you’ve paid for a professionally designed logo, the designer has likely already advised on proper use of this logo, including placement, alternate colours, etc. This is key information as ensuring your logo is allowed to stand out is vital for brand recognition and overall consistency.


2. Typography

In any writing-intensive form of communication, typeface is a huge part of what your audience sees. Releasing one flyer written entirely in Comic Sans, then a newsletter the next week in Times New Roman will no doubt confuse your potential clients – not to mention look dreadful. Choosing typefaces and font sizes, and establishing consistent use of headers, is a major part of your brand and a vital inclusion in your real estate brand guidelines.


3. Colour Palettes

While you can and should vary your use of colours in different mediums, it’s equally important to set boundaries you work within when choosing how to craft your advertising. Rather than just specifying “maroon” or “dark red”, brand guidelines will set out precise hex values for colours to ensure that they remain the same over time.


4. Tone and style

Even if your business has more than one person writing your communications, there should be an overarching tone and idea that guides everything you put on paper. This can be a specific image you wish to convey, or an ultimate goal you hope to achieve in all of your marketing. In any case, giving your writers and designers the tools to establish and maintain a tone will work wonders for building long-term relationships with your clients.


Looking for brand guidelines for your real estate business? Click here to get in touch with us today and start developing your brand identity.



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