Question

Topic: Branding

Where And How Do We Start The Branding Process?

Posted by mimi626 on 4/11/2014 at 3:13 AM ET 25 Points
We are a high-rise cooperative with a false reputation for being a senior-living community and want to rebrand to be more inclusive and get the word out about our community. Our funds are limited. Where do we begin?
We need a logo, brochures, marketing strategy, etc. We are a gated community with two buildings, 270 single and multi-level units with 11 different floor plans, approximately 400 residents, beautiful grounds and amenities in a park-like setting, pool, picnic pavillion, off-street and underground heated parking, well-maintained and cheerful laundry areas.
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RESPONSES

  • Posted by Gary Bloomer on 4/11/2014 at 6:32 AM Accepted
    Part of branding is about helping people see you in the way in which you want to be seen. Start with the story you want people to hear. Your second paragraph above is a good start. Next, figure out the kind of person you're aiming your story at. Then, speak directly to that person's self interests.
  • Posted by mgoodman on 4/11/2014 at 10:31 AM Accepted
    "Limited funds" suggests that achieving the objective isn't very important to you. If it's important, then perhaps the potential beneficiaries would want to put their money on the table.

    As for where to start, first identify the target audience. Who EXACTLY do you want to reach? What is the best way to reach that audience?
  • Posted by mimi626 on 4/15/2014 at 9:42 PM Author
    Thank you all for your input. It seems to be the concensus that cost should not be a llimiting factor. I will pass this on to the Board for their consideration. Could anyone suggest the type of person or company who should be contacted to do this type of work? I was told to contact art schools to see if we could get someone on an "unpaid intern" basis. Does this sound like a workable idea?
  • Posted by mgoodman on 4/19/2014 at 4:35 PM Moderator
    In most cases "unpaid interns" are worth what you pay them. And remember, someone has to manage the intern. The idea is usually that the intern signs on because they expect to learn something. Are you prepared to impart a worthwhile education to this novice?

    If this is a serious project, you need a marketing professional with some solid experience, and you should expect to pay that professional for his/her services and know-how. If it's just a passing idea with no real support or ongoing interest, then why bother looking for even an unpaid intern.

    Whoever told you to contact art schools for this is obviously clueless. Maybe a plumber? Or an auto mechanic? (Those make about as much sense as an art school.)
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