Multifamily Executive, Sept. 14th, 2017- Sometimes, it’s an afterthought. You’ve dedicated so many resources to assembling a portfolio of properties in strategic markets, developing brand-new communities, conducting market research, and streamlining operations that it’s easy to overlook.
A brand, whether portfoliowide, regional, or individual to each community, might seem secondary to operational efficiencies and amenity packages. But make no mistake: One of the most crucial elements of your portfolio is your brand.
“If you plan to build a regional or portfoliowide brand, the first step needs to be that the executive team has to embrace and endorse branding,” says Kellie Hughes, vice president of operations for Mill Creek Residential. “The entire company must be a part of the process of building the brand so it becomes innate to them—all associates have to live and breathe the brand.”
To some, creating and building a brand might seem like a simple process that can be hashed out over coffee one morning. But the effort requires due diligence and a focused plan of attack consisting of multiple phases.
Read full article on MFE, here.