An adapted excerpt from Branding Buildings Better, a new book by David Allison.
In this new information-heavy marketing era, everyone has a blog and a website, and the ability to endlessly post information on any topic that occurs to them at any point in time. And it seems that anyone with graphics software is a graphic designer, and everyone with a word processing program is a writer. (In fact, you don’t even need to own tools anymore, as many crowd-sourcing sites have talented freelancers on standby, ready to create whatever you need.) But, as with any profession owning the tools and being able to use them well are two different things.
Great design and writing are more important than ever, especially in the real estate development world. With so many projects on the market simultaneously, they can be your secret weapons. Not only for your projects, but for your company site as well.
Imagine if you were part of a huge crowd in a stadium, and everyone was vying for your attention, how would you decide who to listen to?
Over in one corner is a very attractive fellow who is dressed in a way that is perfect for the product category he represents, and he’s a great speaker; witty entertaining and intelligent. Over in the other corner is a disheveled, unkempt guy who visually doesn’t really have his act together and, even worse, he mumbles through his talk and can’t string a sentence together.
You keep coming back to this stadium day after day, and the one guy is consistently impressive, while the other one consistently isn’t. Based solely on this information you must make a decision who you are going to pay attention to.
It may be that the disheveled guy has a great story and a great product, but if he’s doing a bad job of projecting the right image and using the right words, very few people will choose to hear what he has to say.
So, which guy are you?
It’s worth every penny in this new marketing communications environment to make sure that your company looks and sounds sharp. Good graphic design and great writing will help your projects, and your company, stand out in a sea of sameness. Professional designers and writers cannot only help you with a professional-looking launch, but can also ensure that your brand image aligns with your vision, and that it’s consistent and credible over the long haul.
Think of great writing and design as a service, not a product. There are inexpensive ways to get a logo, website or copy. But a relationship where design and writing professionals work with you consistently to manage every aspect of how your brand is presented to the world—that’s an entirely different thing.