Contact us today
01635 550022

Calling all Estate Agents: New Year, New Branding?

Wednesday, January 27, 2016

With the festivities and Happy New Year conversations well and truly out of the way, now is often a time when businesses consider starting to implement plans to achieve their sales and marketing objectives for the year ahead. Is 2016 the year to review your branding?

Time for a rebrand?

Rebranding can be a daunting task. However your brand is something that you should review regularly; consider our 2015 rebrand. In this case the old style was no longer a fair representation of the evolution of our business, yet the tweaks are subtle.

From this:

Kremer Signs Old Logo

To this:

Kremer Signs New Logo

As a business grows, or just as times change, your branding should adjust to reflect this. A rebrand doesn’t require a complete overhaul, and just minor adjustments can have a major effect on how your brand is perceived.

The evolution of a brand

Don’t just take our word for it though, have a look at how four global brands – Apple, Shell, Volkswagen and Pepsi - have made iterations to their logos, and therefore branding, over time:

 

Logos over time

Image source: Pinterest 

All of them keep one consistent style, such as an evolving visual or colour palate. These logos have now become icons in their own right, so the typeface has become less important over time. In fact Apple have changed theirs again since this image was first posted two years ago. They have now removed the bevelled drop shadow style to reflect current design trends, helping to reinforce their position as one of the most pioneering companies in the world.

Your Brand’s Identity

Identity is very important, especially so in a crowded market where demand is outstripping supply. You want to be instantly recognisable on the high street, therefore in an ideal world customers should be able to identify your brand at a glance.

To demonstrate this, take a look at these three colour palettes from well-known estate agency brands. Can you guess which estate agent they belong to? We’ve put them in order of difficulty, easy to hard.

Brand 1

Brand 1

Brand 2

Brand 2

Brand 3 

Brand 3

If you managed to figure this little brain teaser out, it should demonstrate the importance and effectiveness of memorable, consistent branding. If you didn’t, the answers are at the end of the article* (don’t kick yourself!).

To define your brands identity consider the placement of fonts, colours and graphic elements. These three features are the holy trinity of a successful brand mark or logo. Ask yourself, do they work together? Do they reflect modern typefaces and design styles? Your brand values and target audience will also have a factor, you don’t want to alienate your employees and core business by a radical change that is not in keeping with a traditional, conservative brand.

Branding Guidelines

Every business in the land, large or small, should have a set of branding guidelines to reinforce brand consistency. The guidelines should explain the importance of your brand and how to use elements of your brand, for whoever in your business and beyond has touch points with it. This is an extract of our logo guidance:

Kremer Signs Branding Guidelines

It doesn’t have to be a long and cumbersome document, simply a visual aide and point of reference for anyone who does any work that involves your brands assets. Guidelines should be succinct and include several artwork examples for visual clarification. What is acceptable and what isn’t?

For ease of reference, keep it in a shared folder together with all the brand assets and logos. Also print hard copies out that can be picked up around the office and taken to meetings to reinforce its importance.

Within the document you should clearly define the specification and appropriate usage of the following…

  • Logo
  • Typography
  • Colour palettes
  • Business cards
  • Letterheads
  • Signage
  • Any other printed or online materials you regularly produce

This document will act as a reference to how you display your brand to the public. It doesn’t need to include every single circumstance, but will help to ensure your brand is used consistently without mis-communication. For a great example, take a look at Glasgow 2014 Commonwealth Games Brand Guidelines.

Conclusion

That’s our whistle-stop overview of what makes an effective and evolving brand. We leave you with a question (as if there weren’t enough in this blog already): What do you want your brand to say about you in 2016? Is it time to update your image?

*As for our branding identity quiz, the first colour palette was Romans, the second Savills and the finally Knight Frank. Did you get them all? Leave us a comment or tweet us at @KremerSigns.

 

 

 

SHARE
comments powered by Disqus

💡 Kremer Displays 💡 We offer a wide range of window displays, ranging from free standing, through to cable display… https://t.co/aEVFWUcSB5

Excellent

Have dealt with Tom for years - highly rated!

Have always found Tom to be competitive and respond swiftly to requests. Very happy to recommend.

Andy Overman

Kremer signs are amazing!

Gary at Kremer signs has been a life saver and has helped me on numerous occasions. They are able to provide creative solutions and the quality of the boards they create for us is great. Thank you for always being so helpful and quick!

Sophie Forrest

Steve and his team always provide…

Steve and his team always provide excellent customer service all throughout the process from start to finish. Always on hand to answer queries that may arise. Would highly recommend this company and their services. Fantastic job as always.

Sophie

Ryan Little is absolutely amazing

Ryan Little is absolutely amazing. New sign requested by me at 4:45pm artwork and quote with me in less than an hour. I thought I'd have to wait days. Fantastic company, would highly recommend.

Wendy Ellis

Joe is the man ...

Joe is the man to talk to if you need For Sale Boards

Adam Friend

Thank you Ryan for being so helpful

Thank you Ryan for being so helpful and so patient with me. You allowed me the time and support to get the design just how I wanted it. Fantastic service. Much appreciated.

Wilbur Maine

Toms a great contact to have

Toms a great contact to have, works hard and responsive

David Blythman

Great service from Ryan today

Great service from Ryan today. Helped get my order processed and to the correct specification quickly. Well done and thank you!

Paul Clarke

Will use again

Thanks to Gary at Kremer signs for the quick turn around time on the boards we ordered for Langshott School's summer fair. We also ordered some new for sale boards and country homes boards and they look great. Fast efficient service and quality board production. I will be using again.

Bruno Sandilands

Excellent service from start to finish…

Excellent service from start to finish from Tom and his design team. They put up with various tweaks etc and were very patient. Excellent board design now and can't wait to see it on the streets.

Ian King

Great service and boards!

Kremer has been my preferred board supplier for many years now. Tom and the team provide excellent service and great quality boards, at the best price. With some of my requests being made with not much time for production, Tom always steps up to the challenge and succeeds to provide me with my requests in ample time. Thanks Tom for all of your help over the years (and for many years to come..!)

Hanna Forrest

Excellent service and great product

Tom has always provided a prompt, efficient and friendly service when ordering, and the product is always first class. Well done the Kremer signs team!

John Vickery

Need help but haven't seen what you need yet?

Check our brochure for more details on how we can help you.