Where apartment branding meets architectural design
People shopping for a place to live today, specifically apartment communities, are looking for more. Renters want properties that offer a unique experience and reflect their lifestyle and personality. This shift creates a strong need for synchronicity between branding and architectural design.
It's now necessary for these specialists to work together to create a plan and a fully immersive experience for residents—ultimately leading to more positive referrals, longer-term agreements, and higher profitability.
Gone are the days of slapping a name, logo and a few coordinated colors on a project and calling it branded. Today's customers have moved beyond that superficial mindset.
- Christian Christensen, President of Bluestone Development
It starts with location.
To consider how branding can further elevate a space, get familiar with the neighborhood. Based on who your ideal renter is, create a vision of what they would be looking for and determine which area is best.
Having a deeper understanding of how the location and company values might impact renters will go a long way in establishing the right brand and overall feel for any apartment community.
Branding can impact everything.
To create experiences renters feel good about, intentional branding throughout the property is necessary. It helps them feel at home and also turns them into advocates in the community and online.
But, the experiences you create must reflect the company's goals as well as resonate with prospective renters. (Something we've talked about in this previous blog.)
Determining these brand elements will impact the overall look and feel of the property's brand. It will be naturally woven throughout the space and in every possible touch point with prospective renters. Consumers need repetition—captivating repetition—to begin recognizing and believing in the brand.
Create a name and brand that draws attention.
Once you've developed a brand strategy, naming and identity are much easier. Partnering with a branding agency to develop the brand strategy and identity easily translates into what your interior design partners are working on. Creating this consistency can make a difference in your ability to attract and retain renters. From the colors and furnishings in common areas, to the design of the apartment numbers, the more you can lean into the brand identity, the more impactful the experience becomes.
Integrating branding into apartment spaces.
As you think about the overall feel of the property and how renters and guests might wander through the space, identifying opportunities such as exterior signage and wayfinding, entryways, public restrooms, and door numbers to incorporate branding will elevate your work.
Adding environmental branding as a line item on multi-unit residential projects helps create a well-rounded offering to developers and can, in many ways, simplify the overall process. From architectural elements to interior design to naming and marketing, weaving a clearly defined brand throughout will help tell a more compelling story to the right audience.
Having a branding partner with experience in working alongside other architectural specialists creates a consistent, cohesive experience and, ultimately, additional revenue for your firm.
At pivotal moments, rebranding is the most effective way for leaders to signal significant change. Are you at a pivotal moment? Drop us a line, and we'll be in touch.
