Tips to Get Closer to People's Ideal Property Brand Personality
The closer people feel to a brand, the more likely they are to buy from it.
As a matter of fact, between 30 and 35% of our research respondents stated that they would still buy from their favourite Property Brand even if it provided less attractive offerings in terms of location, price, design, quality and facilities.
But what is this ideal property brand? We conducted research to find the brand traits that are most likely to win over the minds of the market and influence their purchasing decisions; here are the results.
Towards the Ideal Property Brand Personality
For a reminder of the different Brand Archetypes and their significance, refer to the following chart and discover their profiles by looking over each archetype.
- Goal: Connect with others and blend in
- Strategy: Be reachable and relate to normal common values
- Trap: Become part of the mass and not standing out
- Example: Ikea
- Goal: Be happy and fulfilled in life
- Strategy: Do things right with ethics, authentically
- Trap: Become too naïve and miss opportunities
- Example: Coca Cola
- Goal: Control situations and protect a community
- Strategy: Be the leader and show the example
- Trap: Imposing too many rules and control over others
- Example: Microsoft
- Goal: Share truth by analyzing situations
- Strategy: Be critic and share proven information
- Trap: Spend too much time analyzing and never act
- Example: TIMES
- Goal: Make dreams come true
- Strategy: Have a transformative vision and live it
- Trap: Manipulating the truth along the way
- Example: Lynx (Axe)
- Goal: Prove expertise and mastery to improve situations
- Strategy: Grow and become more powerful
- Trap: Be too confident and engage very challenging situations
- Example: Nike
- Goal: Create something useful that will be remembered
- Strategy: Create and innovate with high consideration for design
- Trap: Miscreation and too much details
- Example: Apple
- Goal: Experience a better life with more freedom
- Strategy: Experience and try new things to stay away from boredom
- Trap: Become a misfit
- Example: The North Face
- Goal: Revolutionize the world
- Strategy: Be bold, daring and challenge the order in place, be a rebel
- Trap: Break the rules and be sanctioned
- Example: Virgin
- Goal: Have fun and enlighten the world
- Strategy: Be funny, light and play
- Trap: Not being serious enough when needs be
- Example: M&Ms
- Goal: Connect closely to everyone in a glamorous way
- Strategy: Be attractive aesthetically and share private
- Trap: Losing identity and credibility by trying to be appealing to all
- Example: Victoria Secret
- Goal: Protect people
- Strategy: Be helpful and offer spontaneous free support
- Trap: Be exploited and taken advantage of
- Example: Dove
The results of our research show that the brand personality with the best chances of connecting with property prospects and property connoisseurs primarily carries the archetype of the “Innocent,” and the archetype of the “Regular Guy” as a secondary.
The ideal property brand personality thus appears very different from the current Industry perceptions, which view the Industry as saturated with the archetypes of the “Magician” and the “Explorer.” People’s perfect brand would therefore be less ego-centric and more socially relatable to its target market.
Tips in Order to Work towards the Ideal Brand Personality
Here are some directions to assist a Property Brand in becoming closer to their prospective customers’ ideal archetype, based on the respondents’ preferences in terms of brand communication strategies. These strategies will help brands shape their perceptions by communicating and sharing only the most effective content. These pieces of content must be spread across as many relevant touchpoints as possible, from social media to blogs, email campaigns, brochures, events, billboards, TVCs, radio spots and more.
- Get a more social brand by relating more to your target’s passions.
- Take up current public concerns and spread your optimism.
- Show that you understand people rather than motivating or inspiring them.
- Insist on the fact that you change people’s lives for the better.
Know your customers, and what their passions are. Include this in your brand communications. In order to know what your audience’s tastes are, you can ask your sales agents for help in gaining the insight necessary, analyze your web traffic and monitor social media conversations about your brand.
More commonly known as real-time marketing, taking up current public matters will get you closer to the “Innocent” archetype, but this is also an excellent online strategy to gain SEO visibility and increase your social media reach by encouraging people to share your content.
Understand the problems your customers face during their buying journey. This has a great chance of converting prospects into leads.
Last but not least, Property Brands are symbols of transformation. This is the strongest point to start working from: Just as Coca Cola could not hope to create their image as a rebel brand overnight, Property Brands should begin by leveraging on their current “Magician” archetype.
So What to Do?
Each Developer faces their own unique set of challenges and their target markets have different expectations to be fulfilled.
At FOREFRONT, we can help you tailor the actions you take in order to fine tune your brand personality and behaviour to better reach your targeted market segment.
As a full-fledged creative agency, we provide complete services to ignite your brand(s), from brand research, creative ideation to design, copywriting, 3D visualization, UX design, and video production.Contact us
By 12th November 2015Research Methodology
This study, conducted with more than 250 Malaysian property connoisseurs, digs in the customers’ brand personality perception, what they think and which type of brand they would idealize. The quantitative research was lead via an online panel of respondents aged above 20 years old, of Malaysian nationality having bought a property in the last two years or currently engaged in the process of doing so.
The concept used is the brand archetype framework. It is derived from the jungian archetypes of common unconscious developed by the Swiss psychologist Jung (1953). The archetypes can be described as stereotypes of characters that are recurrent in stories and unconsciously used by people to interpret and comprehend stories.
The Jungian archetypes have been specifically adapted to brands by Margaret Mark and Carol Pearson in “The Hero and the Outlaw” (2001). Mark and Pearson detail the power of archetypes for a brand to be remembered and classified in the mind of customers.
Jung, C., & Read, H. (1953). The collected works of C.G. Jung. New York: Pantheon Books
Mark, M., & Pearson, C. (2001). The hero and the outlaw, building extraordinary brands through the power of archetypes. New York: McGraw-Hill.