Tips to Build a Disruptive Brand in the Property Industry
Shaking the industry through branding innovation is a move that can be extremely rewarding. The principle of presenting something completely new and unexpected does not guarantee success but if associated to a solid marketing plan, this will enable a brand to gain visibility at a much faster rate than its competitors.
The Disruptive Personality
A major disruption is more likely to happen in industries where differentiation is not perceived to be high; as is the case for the Property Industry according to our sample of respondents.
A disruptive profile could appear at any point, upsetting the landscape. This brand will - at the very least - be a controversial one; arousing curiosity by offering something new to the market.
In the Property Industry, a successfully disruptive brand would need to come from the social freedom quadrant, positioned closer to a Lover, Jester, or Caregiver brand archetype.
This brand would employ measures calculated to present an image of comfort and consideration to its target market, relying on intimate and customized relations that combine fun and devoted attention.
Tips Towards a Disruptive Brand
1. Open up to the public and avoid creating an elitist image.
Express the jester in you! Be funny and use a lot of humour. Playing on words, comic of situation, burlesque can de-dramatize the solemn act of purchasing or investing in property. It positions you as a daring brand, and while humour can be dangerous according to the hears it falls into, it also can create debate and be the talk of the town.
2. Create a sensual appeal and be gendered.
The Lover archetype is all about seducing a maximum of people, connecting with them on the universal topic of intimacy. Imagery of sensuality and love stories are feeding this archetype. Being on the edge of sexuality is common for Lover brands.
3. Create a modest and sincere image and be ambassador of many causes.
This is particularly true for the new generations of buyers. Millenials are more likely to buy from a company that positions itself clearly with a charity or cause he/she trusts and likes. Aim at making people freer, get back to their roots. The expression of the Caregiver archetype, which can help you connect with people and inspire mother like trust.
4. Be controversial and take a stand by doing things differently.
Release the rebel side of the Outlaw brands. The differentiation being perceived as rather low in terms of brand personalities in the property market, doing things differently, on different aspects of the offer -from sales people to the facade- will break the norm and create unique selling points. Outlaw brands can be aggressive and attack directly other brands or the way things are done in the industry.
5. Be a trend setter and empower customers’ creativity.
The creator archetype shares a lot with the Outlaw but is more about self expression than trying to enroll people in its movement. Creator brands encourage customization and personal vision from their customers, encouraging their freedom.
So What to Do?
At FOREFRONT, we help you tailor the actions you take in order to fine tune your brand personality and behaviour in order to reach your targeted segment, and we can help you with more.
As a fully fledged creative agency, we provide a complete suite of services to ignite your brand(s), from creative ideation to copywriting, 3D visualization, UX and video production.
By 27th April 2016Research 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 brand archetype framework is derived from Jung’s theories (1919), and has been particularly adapted to brands by Margaret Mark in 2001 in “The Hero and the Outlaw”. She details the power of archetypes for a brand to be remembered and classified in the mind of customers. Each of the 12 archetypes comes with the framework for a story, mood, tone that sculpts the uniqueness of a brand.