Think about a brand you love. Why do you love it? Is it sexy? Does it make you feel good? Does it inspire? Now think about what does it do. What are its offerings, and how does it add value to your life?
Maybe you’re a die hard fan of Apple, or no—you love your Samsung Galaxy. Maybe you swear by your Allbirds, or today you’re feeling your Flyknits, but no matter what, you always start your day with Philz Coffee.
A successful brand has so much power and presence—it is effective in creating and tailoring a seamless identity, influencing its perception while resonating with its clientele.
Perception is key.
With that in mind, let us examine how to elevate the brand image of a long-lasting, but recently acquired company, as a transformative factor within the real estate space.
In 1999, two UC Berkeley Haas School of Business graduates founded ZipRealty, a tech-enabled brokerage that successfully operated for 15 years until its acquisition in 2014 by real estate giant Realogy Holdings Corp. The strategic acquisition expected to drive incremental revenue for Realogy, with the intent to position ZipRealty as the driving force and central hub of technology solutions for Realogy’s franchise brands (BHGRE, Coldwell Banker, Century 21, NRT, ERA, Sotheby’s).
Although ZapLabs positions itself as the innovative tech hub within the Realogy world, the existing ZapLabs website looked old and outdated, lacked personality, and ultimately failed to adequately capture its innovative technology offerings; the combination of these shortcomings inevitably hurt brand perception as well as recruitment because of its less-than-stellar brand image and lackluster first impression.