How to liven up your multifamily branding
Branding takes some effort, and many multifamily brands might feel tempted to treat it as a one-and-done project. If you have left your multifamily branding on the shelf for awhile, does it still pass the sniff test – or has it gone a bit stale?
In reality, every brand needs tending in order to reach your audience as effectively as possible. So, do you need to start over, or could a few key tweaks make a big difference?
Branding refresh vs. rebranding
Before you panic, keep in mind that a brand refresh doesn’t mean a complete overhaul. Here’s a helpful distinction between a brand refresh and a full rebrand from HubSpot:
“A brand refresh is when a brand attempts to modernize its image while maintaining its core identity and strategy. A rebrand is a complete overhaul of the brand’s identity and strategy, typically enacted when the current brand strategy fails.”
There’s a time and a place for both. If you haven’t touched your name, tagline, colors or signage in a decade, you probably could benefit from a rebrand. If your image is more up-to-date, however, you likely just need some oomph in the form of new strategies and updated trimmings.
A rebrand often involves re-examining your organization’s core values, mission and audience. It usually means a name change and a completely new strategy that will help your brand’s new story.
A brand refresh, in contrast, takes place in a shorter timeframe and feels like a more subtle shift. MarketingScoop outlines the key points of a brand refresh:
- A modernization and realignment of your existing brand elements
- Keeps your core brand equity and recognition intact
- More of an evolution than a revolution
- A shorter-term, less resource-intensive project
Not so painful, right?
What’s fresh
Ok, so now that you’re ready to slice into something fresh (mmm, who’s ready for strawberry season?), you need an idea of what that means for you and your brand.
You also need to have an idea of what real renters want right now. A brand refresh gives you a perfect opportunity to survey your current residents and to do some market research to answer that question. As you reinvigorate your brand, you will also develop a deeper understanding of how to connect with the people who will eventually become your ideal renters.
Here are a few fresh, on-trend ideas to inspire you:
Fashion is going “wistful, tender and nostalgic”
This fashion writer has pinpointed a moment on the runways that indicates that people long for a respite from endless doomscrolling and existential angst. Heavy? Yes, but it creates a great opportunity for multifamily property managers to reach people with messages of a soft, safe place to land. Like, we literally need someone to make the world less scary – let it be you.
One of our client projects, Amara Spring Valley in Las Vegas, helps reflect this trend well. Note the soft colors, the relaxed vibe and the tenderness evoked by a photo of someone’s best furbaby. The tagline further reinforces the message of comfort, slowing down and coming home:
‘Fancy groceries’ are letting people indulge on a budget
Groceries. A most ordinary word has now become an avenue for people to enjoy their gourmet tastes in a smaller package, according to Food & Wine magazine. Fois Gras potato chips and olive oil cake mix allow people to bring foodie moments into their homes.
Think about how your multifamily brand can deliver a touch of luxury in smaller doses. Maybe a fancy cocktail class or unusual coffee bar condiments? A free pampering experience? Get creative.
Another of our clients, The Granary in Fort Collins, shows off a Colorado-specific version of this taste of gourmet in the design of its outdoor space. Reminiscent of your favorite brewery with some luxury resort elements, you can easily imagine some fancy s’mores around this firepit:
Art is blending technology, bold colors, nature and activism
Luster Magazine notes that:
“As the art world strides boldly into 2025, it’s clear that creativity is thriving at the intersection of technology, nostalgia, and activism.
From digital innovations to nature-inspired aesthetics, this year’s art trends are redefining contemporary art with a mix of boldness and sophistication.”
We have seen similar trends in what renters want in their apartment homes: a stronger sense of community and belonging, a desire for natural and green elements and colors that reflect more emotion. Multifamily brands can look to art for inspiration on how to move people with emotion.
Another of our clients, Lucent Scottsdale, shows off a number of these trends in the community space below – incorporating a bold statement in the art piece. That bright yellow became central in the color story we created for Lucent, which reflects a vibrant community and the surrounding Scottsdale, Arizona landscape.
Final Thoughts
Keep in mind that you can use the seasons to add some fresh oomph to your branding and marketing. Refresh your social media feed with spring images or summer lifestyle messages. Add cozy colors and messages for fall. Update your website to reflect how life if happening within your community.
Engage your entire team in brainstorming new ideas that align with your brand, and call in professionals when you need new perspective and a polished touch.
Ready for a multifamily brand refresh or even a complete rebranding? That’s our specialty. We work with you to create an updated brand that truly reflects your brand’s values and reaches your ideal renters at an emotional level. Reach out to learn more.
