INDUSTRY FOCUS the value of BRAND PUBLICITY
INDUSTRY FOCUS the value of BRAND PUBLICITY
in place making
To put it simply , a cohesive marketing strategy that takes into account who your audience is , the context of engagement , what you ’ re trying to say , and when and how you ’ re going to deliver your messages is absolutely fundamental .
In the growing and highly competitive landscape of property development , creating a clearly defined brand proposition supported by the right sales and marketing strategy is an essential component of any new development . Just look at the growth along the North Coast of KwaZulu-Natal and you ’ ll fully appreciate just how challenging it ’ s becoming , not only to differentiate your product offering , but also to create brand equity that will last long after the first phase of sales has been achieved . So with the traditional structures of agents and advertising as established conventions in generating that all-important sales momentum , we have to ask : does public relations have a place in the marketing mix of property development , and if so , what is its role ?
UNDERSTANDING THE BRAND ’ S ESSENCE
Brand development and communications need to be underpinned by in-depth research into global macro trends . Fuelled with this invaluable insight , one needs to enter an immersive brand development process that not only informs the brand ’ s DNA , but significantly influences the layers that the brand ’ s proposition , identity and marketing communications are based on . Bigger picture thinking that moves beyond just a logo is what we need to aim for . Ultimately we must strive to uncover the brand ’ s essence , and the result of this process is a powerful set of principles that guides future brand articulation and acts as a reference point , informing even business and strategic decision-making .
CREATIVE ARTICULATION
Having defined what your brand stands for and what you aim to achieve , an important next step is creating an authentic identity that speaks to these principles and powerfully communicates the brand message . Aligning a creative interpretation of your development to the brand DNA translates into a synergistic expression of your product , backed with the clarity of on-point messaging framed in appropriate extensions that speak to the brand and product at every level .