Why do people choose one place over the other?

When it comes to branding residential areas, the target market becomes smaller and more specific. For example, a new neighborhood in the suburbs full of single-family homes appeals to a different crowd than the newly-renovated, one-bedroom loft apartments in a hip area of a college town. Your brand should be something distinct and recognizable that appeals to the demographic you are trying to attract; a place they’ll want to come home to.

Logo



One of the first steps in developing a great location brand is creating a logo. The logo is one of the most important pieces as it will become how people identify and easily recognize the brand, such as the I ♥ NY, Virginia is for Lovers, and RVA logos. The logo will be used on almost every piece of branding material throughout the brand’s life.

Website

After logo design is complete, destination brands need a professional, well-designed website. Most potential residents will find the location online first, so the brand’s digital presence needs to be on point. The website should be informative, easy to navigate, and showcase the best elements of the location.

Scott’s Edge is a luxury apartment complex in the fastest growing neighborhood in Richmond, VA, Scott’s Addition. We designed their website to match the modern and simplistic feel of their brand. The website is easy to navigate and showcases Scott’s Edge’s property and location perks.

Marshall Park Townhomes are located in Richmond, VA, within walking distance to Virginia Commonwealth University. Since Marshall Park markets to mainly students, the reasonable prices are showcased, as well as location perks and floorpans.

Entry Signage



Another important part of place branding is entry way signage. As potential residents pass by or come to visit the area, an entry sign is often the first impression made. It should fit well with the place’s brand and reflect the “mood” of the brand, whether this is modern, rustic, elegant, etc.

Welcome Package

Once a potential resident finally comes to tour an area, it is important to provide a welcome package. This package might contain information on property amenities, pricing, floor plans, contact information, neighborhood perks, etc. Many times, this piece of branding is overlooked but, even in a digital world, it adds immense value to the buyer or renter’s experience if they leave with a beautifully designed, information packet in hand.

Henley is a residential area in Glen Allen, VA. Their welcome package includes floorpans, land plats, and community information.

Residents shouldn’t just be proud of their homes, but of their community in its entirety. What makes them proud to be a part of that neighborhood, or excited to invite friends over to their new apartment? What’s different or special about your product offering that’s going to speak to the type of people you want to reach? Whether it’s a new neighborhood under construction or an existing location, a community’s brand should reflect who they are and what they want to become.

For 21 years, River City Consulting has been helping businesses make money. As a professional advertising and branding agency, we help companies determine realistic advertising budgets that produce results. Call us at 804-447-5757 for an appointment to talk about marketing your destination.



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