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What’s the best way to make a change for the future? Don’t forget your past.
When you're a brand with a storied past, it is vital to remember and incorporate your history whenever you make a big change to your brand, logo or look.
That was the advice Charlie Young, President and CEO of ERA Real Estate, dispensed at the recent RIS Media CEO Exchange, an exclusive gathering of industry executives and thought leaders.
His remarks were part of a high level panel discussion titled “Stand-out Strategies: Marketing Tactics that Deliver on Differentiation,” during which he discussed the rationale behind the ERA brand renovation.
“The company was experiencing a lagging perception among brokers and agents, struggling to remain relevant in an ever-evolving industry,” he explained.
It became apparent that a rebrand was necessary—a rebrand that would honor ERA’s roots and effectively engage stakeholders.
“We did not change the identity of the brand—we fixed the engine behind it,” Young said.
That included harnessing the power of today’s technology advances, tapping into mobile marketing, optimizing lead generation and leveraging professional development opportunities.
“As marketers like to say, the best way to communicate a change on the inside is to change the packaging on the outside. Our messaging clearly communicates that this is a NEW ERA, one that is positioned for the future of real estate. The new image is a visual cue that we are relevant for the next generation of home buyers and sellers and real estate professionals.”