How to position a newcomer in a competitive marketplace. That was the task we were presented with when asked to create a new brand for Realtor Greg Paddy.
From the outset we knew we needed to position Greg as a credible alternative amongst established Realtors on the North Shore. And as a marketing savvy ex-Starbucks sales executive, whatever form our solution would take it would require an up-market appeal. But with so many look-alike Realtor brands around, what could we do to add a touch of uniqueness?
Our answer came in part from our client discovery review. Through a brainstorming session it became clear that one of Greg's key attributes was his commitment to service excellence and so a strategy focussing on a more personable approach was formed. This was to have two facets: a visual identity that reflected Greg's cultural background; and the tailoring of printed sales and marketing materials to suit the different stages of his sales process.
The final design combines a subdued color palette and stock photography of a modern architectural apartment to create a sophisticated aesthetic. The pieces, including a presentation folder, letterhead and business cards, postcard and tri-fold brochure are balanced with shots of Greg in more informal attire and a relaxed pose for a more approachable feel. Depth was added through the use of stylized fern leaves and dotted lines--classic Maori emblems and iconography drawn from Greg's Kiwi roots. "What we liked about this was the multiple layering" says Simon Britchford who worked with designer Elena Graham on the brand. "On the surface it is a stylish decorative effect, but dig a little deeper and you get to understand more about who Greg is as a person".
Our attention to detail was also extended to the function of the pieces. Folding business cards were designed so that handwritten tips and referrals could be left with clients. A postcard with detachable business card and digital folder insert templates were developed to provide flexibility and add value.
While it is difficult to quantify the value of any branding exercise, what's clear from Greg's feedback is that it has provided instant credibility within his professional network and built both his confidence and that of his customers.
Visit the Greg Paddy web site: