Capital Square’s Jacqueline Rogers talks with MHN’s Denile Doyle about the upsides, hurdles and opportunities tied to creating a new business unit.
The right sub-brand can differentiate a firm and enhance brand identity. However, developing a successful sub-brand is a dynamic process that requires careful consideration at various levels.
Welcome back to Management Diaries, MHN’s property management podcast, where we bring you new trends, innovative strategies and real-world insights from industry experts on everything from increasing NOI to creating vibrant communities.
In this episode, I welcomed Jacqueline Rogers, chief communications and operating officer at Capital Square. The firm launched its property management division in 2023, and Capital Square Living now manages more than 7,000 units across multiple states.
Rogers provided an overview of her company’s expansion into property management and emphasized the importance of understanding your brand identity and clearly defining the relationship between your sub-brand and main brand as a critical first step.
Here are some highlights from our conversation:
- How a strong brand architecture sets the stage for growth (6:25)
- Leveraging an established reputation to build credibility with a new audience (10:13)
- How to facilitate seamless integration between the sub-brand and the main brand (14:28)
- The potential for a new brand to increase value, foster collaboration and achieve shared goals (19:00)
- Rogers’ advice for excelling at business expansion (24:08)
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