How a quality multifamily presentation supports your brand
Where and how you connect with people matters. Telling your brand story in a quality multifamily presentation in industry settings can help you forge new partnerships, attract new talent, find investors and more.
The importance of branding in industry and partner settings
We talk a lot in our blog about branding and marketing to attract renters, and that’s the heart of our work, but how you present your brand in professional settings matters a lot as well.
Starting with a stellar branding foundation makes all of these moments easier:
- Sales meetings
- Conference presentations
- Trade show booth presence
- B2B email marketing and ad campaigns
- Investor presentations
- Development and redevelopment planning meetings
When you have a brand that jumps off the page and tells a story before you ever open your mouth, it makes every pitch and conversation that much easier and more effective.
McKinsey talks about the importance of branding in B2B interactions, writing:
“Unfortunately, many still think of branding as consumer-facing communication. In fact, some of today’s most iconic brands are not, or at least not exclusively, consumer brands. Brands in the narrow sense of logos and taglines form only the tip of the iceberg that is corporate reputation management. To reflect this complexity, we propose a holistic view of business branding that involves managing a corporation’s reputation and the perception of its products and services across multiple stakeholders and all touch points. Relevant touch points, for example, may include anything from sales force interactions and sponsorships to social media and product usage.”
When a stakeholder, say an investor, sees a well-crafted brand story on your trade show booth signage or slides from one of your presentations, it creates a powerful first impression. That branding sets the stage for curiosity, interest and a deeper conversation to follow.
Branding that sells
So, how do you create a powerful brand strategy and personality that works for you across platforms and with all audiences?
You need a few key elements:
- Deeper understanding of your customer base. What makes your residents and renters tick? What do they really want?
- What about your partners? Knowing what they need and how they benefit from a relationship with your brand will help you hit the right note.
- Strong design choices. Branding expands far beyond colors, logos and fonts, but these choices matter more than you might think because they convey your tone and overall vibe.
- Unique imagery. To stand out from the competition, you can’t use the same four stock photo models that everyone else uses. Trust us, people notice.
- Messages and images that hit people in the feels. If your branding lacks emotion, you will never make that heart-to-heart connection. Business tends to shy away from emotion, but connecting with people over what matters will help them develop brand loyalty.
- Boldness. Especially when trying to reach a new partner or investor, be bold. Boldness shows your confidence and belief that you offer something different and better.
- Ownership. Your branding should become synonymous with what you stand for. Own your brand’s values and clearly communicate them.
Next, take your branding messages off the screen. Prepare your executive team and sales leaders to present in strategic places to give your brand a human touch. This Medium writer expands:
“Position your executives and key team members as thought leaders by encouraging them to speak at industry events, write for industry publications, and share their expertise online. Thought leadership can enhance your brand’s credibility and authority.”
The goal of your branding should be to establish credibility, thought leadership and ownership of your multifamily brand’s unique value proposition. That should hold true with current residents, potential renters and industry partners and investors.
Great branding means working smarter
Yes, creating truly great branding takes quite a bit of expertise and effort, but it serves you so well in the long run.
Think about that last trade show that left you exhausted and wanting to hide from every human afterward because you spent so much time “on” and talking. Nobody wants to admit how draining those events can be, and everyone is all smiles in the photos, but we know the truth because we have been there.
The biggest and most perfect margarita or whipped mint mocha might help you cope, but great branding will actually do a lot of the work for you at the next must-attend event.
This Forbes writer sums it up perfectly:
“Your brand is an indispensable asset, one that holds the power to shape customer perceptions, influence purchasing decisions and foster long-lasting relationships with your broader audience. In many ways, your brand is your business; when one is healthy, the other usually is, too.”
When you do the branding work up front, your brand encompasses everything that’s important to each potential client or stakeholder. Your in-person presentation gives the brand more life, but it’s not solely up to you to tell the entire message.
Go out for that margarita afterward, by all means, but it will feel more like a celebration and not a salve when your branding has done the heavy lifting.
Ready to create multifamily branding that works for you in industry settings? Reach out to us to start the conversation.
