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Branding Strategy for Online Presence
Coby RichMarketing Director, Entrata
1multifamily-social-media.com
Why Rebrand?
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Reasons to Rebrand• Outdated image
• Changing markets
• Repositioning
• Changing brand portfolio
• Broaden Audience
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• Expansion
• Differentiation
• Tech advantages
• Changing audience
• Broaden appeal
Reasons to Rebrand• Outdated image
• Changing markets
• Repositioning
• Changing brand portfolio
• Broaden audience
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• Expansion
• Differentiation
• Tech advantages
• Changing audience
• Broaden appeal
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Broaden Audience
Reasons to Rebrand• Outdated image
• Changing markets
• Repositioning
• Changing brand portfolio
• Broaden audience
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• Expansion
• Differentiation
• Tech advantages
• Changing audience
• Broaden appeal
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Broaden Appeal
Reasons to Rebrand• Outdated image
• Changing markets
• Repositioning
• Changing brand portfolio
• Broaden audience
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• Expansion
• Differentiation
• Tech advantages
• Changing audience
• Broaden appeal
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Streamline Identity
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The transition
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Social Impact
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Social Impact
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Engagement across social platforms up 70% during month of rebrand
Increased followers and fans by 5% across all platforms
Organic reach on Facebook 14,000+
Lessons learned
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Build (Upon) Your Brand
• (Re)establish your brand voice• Lock down your assets• Determine how you want to be
perceived• Focus on what you represent
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(Re)Establish Your Brand Voice
Lock Down Your Assets
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@entratasoftware
/entratasoftware
@entratasoftware
/entratasoftware
/entratasoftware
@prprtysolutions
/propertysolutionsinc
@propertysolutions
/propertysolutions
/propertysolutionsinc
What Residents Want
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What Residents Want
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Be Real
• Get your users to tell the story• Own your concept of the space
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Be Informative
• Tell influencers why you are rebranding• Keep message consistent across all
platforms
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Be Informative
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Consistent Messaging
Be Visual
• Showcase the new brand• Have your customers showcase brand
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Showcase
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Client Showcase
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Continue the Conversation
• Keep telling your story
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Build (Upon) Your Brand
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Be RealBe Informative
Be VisualContinue the Conversation
Connect With Me
@cobyrich @entratasoftware
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/in/cobyrich /in/entratasoftware
/user/entratasoftware
/entratasoftware
@cobyrich1 @entratasoftware
Q&A
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