Beyond the Logo: Crafting Property Brands & Marketing Strategies That Truly Resonate
13 June 2025
When it comes to property marketing - whether commercial or residential - the most crucial element to get right from the outset is the brand. But let’s be clear: a brand is far more than a name or a logo. It’s the visual identity, the tone of voice, the personality it projects, and the emotional connection it builds. It’s the foundation upon which every marketing decision rests.
In a crowded market, where developments often blur into one another, your brand is what sets you apart. And yet, time and again, we see developments fall into the same traps—relying on tired tropes and copy-paste design cues that fail to inspire or differentiate.
The Branding Trap: Ctrl+C, Ctrl+V
At Show + Tell and Next Chapter, we’ve noticed a pattern. Too many property brands are leaning on the same visual crutches:
Logos framed within building silhouettes. Brand names in all uppercase to signal ‘luxury’, white space galore, accented with bronze and gold for that ‘premium’ feel. Or, alternatively, black-and-white palettes with bold pops of colour to feel ‘cool’ and ‘community-led’.
It’s all very rinse and repeat. And while these design choices aren’t inherently wrong, they’re often applied without a clear understanding of who the brand is actually speaking to.
Start With the People, Not the Property
The key to breaking this cycle? Start with your audience. Define your personas before you define your palette.
Let’s take a commercial office building as an example. The same space could appeal to two very different tenant personas - each with distinct needs, values, and expectations.
Persona 1: The Enterprise Executive
Job Title: Regional Director
Company Size: 10,000+ employees
Sector: Finance, Legal, Professional Services
This persona is looking for prestige. They want a Grade A office that reflects their global stature, with cutting-edge sustainability credentials, smart tech, and concierge-level service. For them, the brand should feel high-end, modern, and architecturally impressive.
Persona 2: The Creative Leader
Job Title: Managing Director
Company Size: 150 employees
Sector: Tech, Marketing, Creative
This persona values flexibility, inspiration, and community. They’re drawn to design-led spaces that reflect their brand identity, with shared amenities and a location that supports work-life balance. The brand here should feel vibrant, urban, and lifestyle-driven.
Two Personas, Two Creative & Strategic Routes
These personas don’t just influence the visual identity, they shape the entire marketing strategy.
For Persona 1: The Enterprise Executive
Awareness: LinkedIn advertising and thought leadership content from agents, supported by high-end branded items (umbrellas, black car service) and OOH campaigns.
Discovery: A sleek, immersive website experience with CG walk-throughs and AI-powered layout visualisation tools.
Conversion: White-glove tours, executive breakfasts, and a 100-day concierge move-in service to ease the transition and reinforce the premium experience.
For Persona 2: The Creative Leader
Awareness: Paid search campaigns targeting active office seekers, supported by downloadable content that highlights community and lifestyle benefits.
Discovery: Website content showcasing local amenities, maps, and cultural hotspots. Community events that bring people into the space and foster connection.
Conversion: Exclusive tenant perks with local cafés and shops, and guided tours that start at the train station and walk through the daily commute experience.
Learn more about Next Chapter’s property marketing & lead generation experience.
Creativity Meets Strategy
The lesson here is simple but powerful - your brand must be built with your audience in mind. It’s not about following trends - it’s about creating something meaningful, memorable, and tailored.
Once the brand is defined, it’s time to think beyond the expected. In a market where so many campaigns feel like carbon copies, the opportunity lies in doing things differently. Be bold. Be inventive. Whether it’s a branded car service for executive tours or a walking commute experience for creative SMEs, the tactics you choose should surprise, delight, and connect.
Yes, use the tools at your disposal, LinkedIn, Google Ads, & CRM automation. But use them with purpose. Let your personas guide your creative decisions, and let your brand be the thread that ties it all together.
Because when strategy and creativity work hand in hand, that’s when your property brand doesn’t just stand out, it stands for something.
If you would like to speak to a property branding or marketing specialist, please get in touch.
