Building a Strong Property Brand: The Importance of Brand Strategy

Before launching a memorable property brand, it’s essential to lay the right groundwork. At MBX, we believe that a clear and well-defined Brand Strategy is the foundation of any strong property brand. This crucial phase ensures that everything moving forward is aligned, consistent, and purpose-driven.

What Is Brand Strategy?

Your Brand Strategy is essentially the blueprint for how your property will communicate and connect with its audience. It serves as the guide for the entire creative process, ensuring that every decision we make—from design to messaging—is rooted in a deep understanding of your project, market, and target audience.

Client Survey & Brand Workshop

We start the strategy phase by gathering insights from your team. First, we send a Client Survey to all key stakeholders to capture a range of perspectives, giving us a comprehensive view of your project’s goals, unique challenges, and overarching vision.

Next comes the Brand Workshop, where we dig deeper into your property’s unique selling points, location, architecture, and the needs of your target audience. This session is designed to capture the essence of your property and identify opportunities within your market. We use this workshop to get everyone on the same page, building the foundation for a strategy that’s tailored to your project.

Crafting the Brand Strategy & Platform

With the insights gained from the workshop, we then develop a full Brand Strategy document. This document includes:

• Audience Personas to understand the profile of potential tenants, buyers, or investors

• Competitor Audit to identify how your property can stand out in a crowded market

• Brand Platform that establishes your property’s DNA, personality, and positioning statement

The Brand Platform is a crucial tool throughout the branding process. It acts as a reference point to keep us aligned, ensuring that every creative decision we make reflects your property’s core identity. This also helps to measure the success of later creative steps, creating objective parameters around what is often a subjective process.