The following discussion is about how to build a brand for big property development. What to do, when, and why.
Get yourself a glass of red wine. Now a piece of white paper. Hold the wine up to your mouth, take a swig, and be a bit messy about it, so some of the wine dribbles over the rim of the glass. Watch the drop slowly run down the side of the glass, down the stem, onto the curve of the base. Move the glass to and fro, just so. If you do it right, you’ll end up with a red line around most of the base. Stick the base onto the piece of paper. Pick it up again, drink the rest of the wine.
You should have on the piece of paper a red, messy, almost-complete circle of about 8cm across. You photograph this and send the photo to the client. If you’re a designer, you call this a logo and charge $30,000 for it. If you’re a really smart designer, you’ll sell them on three different colours of the same logo for another $5,000 each.
I can show you at least half a dozen similar logos currently in the market place for very similar projects. And the designers who did them don’t think there’s anything wrong with that. The engineers and architects and accountants who approved them don’t think there’s anything wrong with that. They all think, cause it looks like the others, they are in the ‘fashion’ of the moment…bozos.
Agencies do things differently.
Good ad agencies put serious thought into the whole game. Especially the psychology of how it all hangs together. But if you’re not a seasoned large scale developer, you may not know the disciplines…or why you ought to use a disciplined ad agency over a bunch of hip, cute, but dumb designers.
Welcome to the world of property, big time. I’m not talking about doing the local paper ads for an apartment block of 8 or 10 in Caulfield. I’m talking 2,000, 5,000 or 20,000 house lots – whole suburbs.