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Branding and marketing material for the competitive market of San Francisco real estate.
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Good question!
It's a reference document with visuals and examples for your future marketing efforts. It keeps your brand consistent and reliable.
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overview of brand values
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-Core values
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-Persona
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-Logo, logo lockups
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-Color palette
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-Typography
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-Image and photography guidelines
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-Writing style
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-Tone of voice
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-Design layouts for prints
Sahar!
What's a brand book?
Vital Questions
to Start
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How have you impacted people’s lives?
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What we are branding?
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What your customers are happy about your products/services?
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Who is your ideal customer?
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What are their pain points?
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What they are looking for?
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What makes you different?
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What’s your existing assets?
Sahar. Why we need a persona?
Creating a persona helps you to understand your target market and deliver a consistent message /marketing material that fits your target audience.
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Creating a Persona
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Based on my research, the average age of first-hand homebuyers in the SF market is 31-41 years old. Therefore, our writing style and visual design must be a good match for this age. I wanted to look professional, so I chose an overall black and gold look. However, I add fun and engaging material to engage our young audience.
Joe 34 and Suzanne 31
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Both working professionals
Working full time
Looking to buy a house for the first time.
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IDEATION
Pain point: Lack of information
They have questions like:
-Am I ready to buy a house?
( financial guidance )
-Where Should I look for a house? ( market Guidance )
-How Should I purchase the house? ( negotiation and legal guidance )
DESIGN WHAT ATTRACTS OUR TARGET MARKET
Based on my research, the average age of first-hand homebuyers in the SF market is 31-41 years old. Therefore, our writing style and visual design must be a good match for this age. I wanted to look professional, so I chose an overall black and gold look. However, I add fun and engaging material to engage our young audience.
COLOR GUIDE
WRITING STYLE
Professional but playful​ and friendly to resonate with our audience
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Social media content: adds valuable information
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Subjects should be related to your target market's pain point
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Like: Did you that 30% of the home buyers make this mistake?
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You give them valuable and professional information but through a friendly language. As if you're writing to your friend.
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lOGO AND MARKETING
MATERIAL
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Based on my research, the average age of first-hand homebuyers in the SF market is 31-41 years old. Therefore, our writing style and visual design must be a good match for this age. I wanted to look professional, so I chose an overall black and gold look. However, I add fun and engaging material to engage our young audience.
Based on my research, the average age of first-hand homebuyers in the SF market is 31-41 years old. Therefore, our writing style and visual design must be a good match for this age. I wanted to look professional, so I chose an overall black and gold look. However, I add fun and engaging material to engage our young audience.
PROMOTIONAL PRODUCTS
Brand Recognition: With people walking around town in a company-branded t-shirt or carrying a bag with a logo sticker on it, the general public is exposed more to branding. People are more inclined to remember the name or logo of something they saw in public, and google them later.
Design Hill also quoted that 89% of consumers can recall a brand two years after receiving a promotional product so branded merchandise is a great long-term brand exercise.