Whilst developing brand communications within the property development sector, in particular whilst working with the estate management team at the landmark development London Bridge Quarter (The Shard), during its development phase and subsequent successful occupancy phase, we have gained valuable insight.
To coin the phrase made popular by the Channel 4 program by the same name, itâ€™s all about location, location, location. Well in regards to developing brands for property development and real estate, thatâ€™s not far off the mark, but I would say itâ€™s more like positioning, positioning, positioning.
The Three Ps:
Positioning 1 = Identifying the opportunities
Positioning 2 = Realising the potential
Positioning 3 = Optimising the equity through engagement
P1: Even as early as considering a potential purchase or investment, it is hugely beneficial to identify the potential of your opportunity, not just financially but also within the context of its branding. Hereby conducting an analysis of its competition and audience, you are able to not just develop a brand that gives your investment an identity, but moreover it will identify the opportunities to physically shape its re-development, focussing upon the needs of its potential occupiers and wider stakeholders. Often, who you think are the potential stakeholders of your development or property is only a portion of who they actually are! Here we can already begin to establish its potential equity.