MHN Executive Council: Tips for Branding Beyond the Logo
Go beyond your community's signage! The MHN Executive Council shares how.
Branding is important at multifamily communities. You want potential residents to recognize your company and have good associations. But when building their brand, some just rely on signage or their company logo. Looking for more creative (and effective) ways to brand your apartments? The MHN Executive Council shares their top suggestions.
Experience the Surroundings
A flashy design that impresses during the leasing process doesn’t elevate the brand. Rather, carefully orchestrate meaningful and engaging experiences that align with a community’s design concepts and target demographics, do.
We consider all that goes into how residents use and experience their surroundings—from physical and aesthetic aspects to activation and programming—build brand through repeated interactions. Seamless integration of branding moments takes on a life of their own.
For example, at Stonehill in West Orange, N.J., we curated moments that pay homage to the area’s history as a textile manufacturing hub. Common areas are infused with carefully selected textures to create visual and tactile interest. An artistic collage of more than 20 hat molds serves as an eye-catching backdrop in an open stairway that connects the main lobby and second floor while giving a nod to the haberdasheries that were once located nearby. —Mary Cook, President, Mary Cook Associates
Align with the Community
The builder, landscapers, interior designers and apartment management all work together to create a community’s ambiance. When branding is on point, it captures that shared vision and expresses the lifestyle the community offers—visible in everything from architecture to amenities.
At The REMM Group’s luxury Los Angeles community, Le Noble, the brand “L.A. Modern. Classic Charm” is reflected in the timeless elegance of its European-inspired architecture, regal crown molding, and innovative mechanical stackable parking system. It’s reinforced in every apartment’s gourmet kitchen, with sleek cabinetry, built-in gas range, microwave and refrigerator. Even the location echoes the brand daily, offering views of Downtown Los Angeles and the Hollywood Sign.
In contrast, Mediterra, in the desert resort city of La Quinta, is branded as “Gem of the Desert” and embraces its identity with Spanish-style architecture and a resort-style pool and spa with cabana lounges. From the slow rotation of ceiling fans to the warmth of evenings by the outdoor fireplace, the ambiance feels like a luxury vacation. Residents experience the brand with all their senses—strolling through lush landscaping to the sound of birdsong, coffee in hand from the elegant clubhouse’s complimentary Starbucks station.
When the brand aligns with the community, every detail works in harmony, creating a consistent, authentic experience residents can see, feel, and live every day. —Susan McPeak, Corporate Ambassador, The REMM Group
Reputation Management
Nothing is more critical to your brand than reputation. Every management company needs to develop customer-focused standard operating procedures (SOPs), hire the best staff available, train them well and then provide ongoing training. Your front-line site staff, including the service team, interact with customers more than any regional manager or corporate executive. Support their training and development, and they will support your customer. This will lead to extraordinary experiences that will burnish your reputation. And don’t forget to ask for reviews often! —K David Meit, Principal, Oculus Realty
Interested in joining the MHN Executive Council and sharing your insights? Email Jessica Fiur.
