Brand Strategy | A Big Advantage for homeAdvantage

Brand Strategy, Branding, Graphic Design, Identity Design, Logo Design, Portfolio, Tagline, Web Design

HomeAdvantage, a long time player in the real estate industry, had a common dilemma. They were lost in the sea of competitors, questioning their position and struggling to make their mark. They needed a rebel branding expert to ignite their brand identity and make people care about HomeAdvantage.

HomeAdvantage had their challenges and they were moving into new directions so we had to overcome some challenges and really figure out who homeAdvantage was. One of the main challenges we uncovered were a Lack of Clarity. HomeAdvantage was uncertain about where they stood in the market. They questioned whether they could or should compete with industry giants like Zillow. The second was an Identity Crisis. The company was unsure about their unique selling proposition and how to connect with their target audience. The third was Brand Recognition. HomeAdvantage struggled to capture attention and differentiate themselves from competitors.

Services

Brand Strategy & Architecture
Positioning
Marketing Campaigns
Logo & ID Systems
Brand Style Guides

Impact

Increased interest
Opened new markets
new brand preferred

Phase One

Strategy and Approach

Developing the strategy

This was a project with lots of moving parts. The first thing was to dive deep and conduct research and find where the company fits in the marketplace, figure out who the customers are and genuinely take a dive into the heart of the company to uncover who they really are and why it matters.

Understanding the User

HomeAdvantage users were a people who urned for the personal touch. They came from Credit Unions and were used to getting that special treatment. HomeAdvantage fit right in with a concierge team that people raved about they were able to give that special treatment, but hey did not stop their the also hand-picked their real estate agents to give that same great service. HomeAdvantage also wowed their customers with Cash Rewards and other perks.

Defining the brand

Through a series of exercises and strategy sessions, we were able to figure out the key pillars of the brand and where they fit in the market place. This defined the brand personality: how it should look, sound and act.