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5.2 Building the brand
Time needs to be set aside for working through the culture and the essence of the brand. A brand is a
‘quality promise’ and to deliver it consistently requires ‘detailed design of each customer journey’,
because over time, the building will age, facilities will become normal so ease of use/interaction and
delivering your ‘quality promise’ through service is the brand culture.
Every journey must
Be consistent Be intentional Be different Add value
to happen as planned Same each time From the rental norm Worthwhile experience

The brand language needs to be developed.
Questions need to be asked:
 Should tenants be called ‘guests’ or ‘club members’ after all they are paying and have a choice?
 Can you come up with fun, hip names for Site Staff “Bob” by Fizzy Living,
 Should contracts bear the ‘plain English’ kytemark?
 What guest services can you/should you provide?
 What is included or not in the rent?
 Do you sign visitors up to the guest App to keep marketing to them?
 Can there be tiers of membership with special benefits to ‘club members’ such as discounted use
of facilities or priority bookings?
 What is the person specification to recruit staff to exemplify the brand?
 What are the core values?

In the mobilisation phase a full understanding of the brand must be delivered so that they identify
themselves as brand ambassadors and achieve common ground to underpin how they behave, respect
and interact with residents. Building a brand means the on-site team must be involved in designing
every detail of each ‘customer journey’; everybody must champion a holistic approach in order to
position your development as the definite lifestyle choice.

Training workshops need to be designed and focus on incorporating the team’s ideas on how to drip
feed information and create excitement so that becoming a resident is an aspiration that living in the
development will affirm. For example, bringing forward team members ideas for community events.

Creating excitement Email & SMS links to virtual tours, website, style your apartment & tenant
App
Coveted treats Lifestyle: a tour of amenities, breakout spaces

Your space Suitable apartments

Choices Furniture options and colour palette = ‘tenant choice’ and make it yours’

Lifestyle Add on’s, newsletter and events pack. Tenant App & Portal

Security Peace of mind

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