As the marketing director of UNITY Development Investments, US Real State and Land Transactions Company, I am in charge of all marketing initiatives.
Until me, there was no marketing department and clearly no marketing strategy at all. They had a logo, they had a name, but that was just it. There was no estrategic foundation or clear explanation to it.
At least until I arrived.
The first decision I made was to first create the marketing strategy and then spearhead a rebranding process. This involved developing an overarching brand strategy and conceptualizing the brand’s new direction all by myself and later collaborating with a branding agency to bring the visual identity to life.
So, no further ado, here's the entire brand strategy for UNITY
- created by yours truly and visually designed by Ten10design
The Marketing Strategy
While established in name, lacked a robust backbone of strategy and market positioning. This absence was evident in the disconnect between the brand’s identity and its market presence, which was superficial at best. There was no deep understanding of the market challenges or client needs, nor was there a strategic plan to address these gaps. The brand essentially existed as a shell—recognized by a logo and a name but devoid of substance or a clear voice in the competitive landscape of US real estate and land transactions.
Before diving into any tactical marketing activities, it was essential to lay this strategic groundwork. Only then could we proceed with confidence, knowing that every marketing decision and action was aligned with our clearly defined brand identity and strategic goals. This foundational work is crucial for building a brand that resonates with its audience and stands out in the competitive real estate market.
The Market Problem
This initial step was about digging deep into the current real estate market to uncover the specific pain points that our potential clients were facing. By understanding these challenges, UNITY could position itself as a solution that genuinely meets the needs of its clients rather than just another player in the field.
In the real estate market, many property owners feel overwhelmed and unsure due to its complexity and a general mistrust of real estate agencies. They struggle with finding reliable information and worry about being misled. Traditional real estate services often use a one-size-fits-all approach, which doesn't cater to the unique needs of different owner groups.
These are the aspects that collectively contribute to the overall problem:
Complex Transactions
The process of buying, selling, or investing in real estate is inherently complex. It involves numerous steps, from understanding market trends and property valuation to navigating legal requirements and financial considerations. For many property owners, especially those who are not regularly engaged in real estate, this complexity can be overwhelming.
Mistrust in the Industry
There's a prevalent sense of skepticism towards real estate agencies and professionals. This mistrust stems from past experiences or heard stories where clients felt misled, pressured into decisions, or trapped in deals that didn't align with their interests. The fear of hidden agendas and unethical practices in the industry adds to the reluctance of property owners to seek professional help.
Information Overload
The digital age brings an abundance of information, but it's often hard to discern what's reliable. Property owners find themselves sifting through a sea of data, opinions, and so-called expert advice. This overload, coupled with the challenge of identifying accurate and relevant information, leads to confusion and indecision.
One-Size-Fits-All Services
Many real estate services offer standard solutions that fail to address the unique needs of different segments of property owners. For example, the approach suitable for a tech-savvy young investor might not work for an elderly landowner. This lack of personalization can result in services that are not only ineffective but also alienate certain client groups.
Fear of Making Wrong Decisions
Real estate transactions often represent significant financial and emotional decisions. The fear of making a wrong choice, fueled by the complexities and mistrust in the industry, leads to anxiety and hesitance in proceeding with transactions.
Each of these aspects contributes to a landscape where property owners feel inadequately equipped, supported, or confident in navigating the real estate market.
This market gap provided a clear opportunity for UNITY to step in.
The Solution to the Problem Identified
Once the core problem was identified, the next task was to articulate how UNITY’s services uniquely solve this problem. This step was critical as it defined our standing in the market and differentiated us from competitors:
"For property owners feeling overwhelmed by real estate complexities, UNITY offers a simple and empowering experience that puts you in control. We guide you through every step with personalized help, reliable transactions, and clear communication. This ensures you navigate the market easily and make informed decisions confidently. With UNITY, your real estate journey transforms from daunting to an opportunity for growth and security. A quick 5-minute call will guide you to a profitable decision weather it is now or later. With Unity, you’re more than just a transaction."
Target Audience
This identification process involved a detailed analysis of client demographics, behaviors, and preferences, ensuring that our marketing efforts would be directed efficiently and effectively.
Elderly Landowners
• Have been homeowners since the 1940s or earlier
• Want to sell quickly for personal reasons such as financial constraints, health issues, or inheritance purposes
• Concerned about taxes and scams
• Value personalized and trustworthy interactions
• Rely on family members or advisors.
• Limited digital literacy
• Slow negotiation process.
• Require additional time and assistance to understand and make decisions
• Struggle with basic online tasks
Young Inheritors
• Inherited a lot from their parents but have no intention of living on or developing the property.
• View the lot as a burden or hassle and are eager to dispose of it quickly.
• Seek a fast, easy, and straightforward selling process
• Quick decision-makers.
• Comfortable with modern communication and transaction methods.
Investors Looking for Returns
• Bought lots as an investment opportunity within the last 20 years
• Want higher returns on their investment
• Need accurate market information for decision-making
• Interested in properties with the potential for significant appreciation in value.
• They are speculators in price
• Primarily concerned with the value and profitability of their investments.
UNITY's Mission
"To empower property owners by demystifying the real estate process, providing transparent, personalized, and trustworthy services that enable our clients to make informed decisions with confidence. UNITY is committed to revolutionizing the real estate experience through education, innovation, and a steadfast dedication to client empowerment, ensuring every transaction is transparent, fair, and tailored to meet the unique needs and aspirations of each client. Our mission extends beyond transactions; we strive to build long-term relationships, fostering a community of informed and confident property owners"
Why did I do all of this first?
This foundational strategy work was not just about putting processes in place; it was about breathing life into the brand, giving it a purpose and a clear path forward in a cluttered market. Each step, meticulously planned and executed, was designed to build a coherent and resonant brand identity that would not only attract but also retain clients by genuinely addressing their needs and exceeding their expectations.
Brand Creation
Before vs After
Unity Development Investments was the primary brand and legal entity of the company for the past 20 years. At some point, the decision was made to simplify the name by dropping 'Development' and renaming it to 'Unity Investments'.
So, the first step in the rebranding process was to streamline further to just 'UNITY'. This name conveys the idea of coming together, which is ultimately what we are trying to represent. So that's why I decided to keep it just 'UNITY'. a more simpler, direct and memorable name.
Before (2004 - 2024)
After (2024 - ∞ )
Creating the brand
the idea was to create something that is not common in that industry. to create a very differentiated image of the brand. one that customers would remember, even if the only saw a brief glimpse of it. to go for a different approach. the brand now positions itself as an empowering friend who will help you make informed decisions through your selling journey. UNITY wants you to make informed decisions, whether that decision is to choose them or not. The brand is not salesy or pushy. UNITY wants to empower you with the information YOU need to make a decision about your lot, which 'WE KNOW is a big deal.'
UNITY is your friend in the business, the one who gets it, who knows the market, has the experience and the knowledge, and will always advice you what's best for you, even when what you'll hear won't be good. UNITY tells you what you need to hear, instead of what you want to hear, which in some cases can be two very different things. some companies always paint you the good picture so you believe you are getting an amazing deal, just to end up being completely the opposite in expenses of you choosing them.
as your friend we also get that we are the ones with the expertise, and you may not understand how the market and the process works, so we make it easy and simple for you to understand. no complicated jargon, or complex terms. we break it down for you. direct, concise and easy to understand.
Brand Experience
Unity offers a transformative brand experience designed to empower property owners seeking to sell their land. From the consumer's perspective, Unity provides a seamless and personalized journey, guiding clients through every step of the transaction process with transparency, reliability, and trustworthiness. Clients receive tailored assistance and education, enabling them to make informed decisions with confidence. Unity's commitment to hassle-free interactions ensures that clients feel supported and empowered, leading to a positive and satisfying real estate experience.
UNITY's Values
(core principles and beliefs that a brand stands for and operates upon)
These values dictate how Unity conducts its business, treats its customers, and positions itself in the market. ⬇️
Client Empowerment: Prioritizing customer autonomy and informed decision-making. Unity is dedicated to empowering its clients to make informed decisions and take control of their real estate transactions.
Trustworthiness: Unity prioritizes building and maintaining trust with clients through transparent communication, reliable transactions, and ethical business practices.
Inclusivity: Welcoming diverse clientele with different backgrounds and needs.
Innovation: Continuously seeking creative and bold solutions.
Respect for Tradition: Embracing classic American values and aesthetics.
UNITY's Personality
Empathetic, Friendly, Warm and Approachable: Unity listens to its clients' needs and fears, understanding that real estate decisions are significant and sometimes overwhelming.
Empowering and Educative: The brand positions itself as a guide, providing clients with the necessary information to make informed decisions.
Bold: Unity is not afraid to challenge industry norms and present innovative solutions.
Trustworthy and Experienced: Portraying a sense of reliability and expertise in the real estate market.
Classic American Values: Rooted in patriotism and inclusivity, reflecting a deep understanding of traditional American values while embracing diversity.
UNITY's Voice
Unity's communication style is a unique blend of warmth and directness. We speak in a friendly, encouraging tone, making complex real estate concepts approachable for everyone. Yet, our standout feature is our bold honesty—we don't shy away from telling clients what they need to hear, not just what they want to hear. This straightforward approach, coupled with a professional yet accessible language, sets us apart, ensuring every message is clear, empowering, and grounded in trust.
Visual Identity
The Logo
UNITY's logo needed to encapsulate everything we aimed to represent. It had to be warm, friendly, and make a bold statement, which the final design successfully achieves. Reflecting the brand's core concept of coming together, the logo cleverly intertwines the letters, suggesting unity and coherence. The choice of a thick, sans-serif, and rounded typography further conveys warmth and friendliness, while also making the bold statement we desired.
The Icon
The thumb-up winking icon used by UNITY is an innovative and striking symbol designed to make a lasting impression on consumers. This logo represents approval, positivity, and a casual, friendly approach, which are not commonly associated with the traditional and often formal real estate industry. The thumb-up gesture universally conveys a sense of "all is well" or approval, which reassures clients of the quality and reliability of UNITY's services. The addition of the wink adds a layer of personal connection and informality, suggesting that UNITY doesn't just conduct business; it builds relationships.
When consumers see this logo, they are expected to feel a sense of comfort and trust. The friendly and informal nature of the icon is intended to reduce the intimidation often associated with real estate transactions, making UNITY appear more approachable and personable. It communicates that UNITY is a brand that understands the personal stakes involved in real estate decisions and is there to support and guide with a smile, not just provide a service.
This logo also sets an expectation of a unique customer experience, one that is friendly, straightforward, and devoid of the typical sales pressure. It tells consumers that they can expect honesty and straightforwardness in their interactions with UNITY, making it clear that their best interest is the priority.
In essence, the thumb-up winking logo is meant to convey that UNITY is like a knowledgeable friend in the real estate business—one who is there to help you navigate through your decisions with ease and understanding, always advising what is truly best for you in a friendly and accessible manner.
Icon Variations
Color Palette
The color palette chosen for UNITY reflects the brand's core values and enhances its identity in several meaningful ways:
These shades are often associated with trust, reliability, and calmness. Light blue, in particular, evokes a sense of tranquility and clarity, which are crucial attributes for a brand dealing in real estate, where clients often seek reassurance and dependability. The deeper blue reinforces the idea of professionalism and strength, underlining UNITY's commitment to providing steadfast and reliable services.
White is universally recognized for purity and simplicity. In UNITY's branding, it underscores the brand's commitment to clarity and transparency in all its dealings. It creates a sense of openness and honesty, inviting clients to trust the brand as they navigate their real estate decisions.
This color is often used to convey balance and neutrality. For UNITY, gray adds a layer of sophistication and a modern aesthetic to the brand’s appearance. It also suggests a balance between the personal, friendly approach (indicated by the lighter colors) and the professional, reliable nature (symbolized by the darker shades) of the brand.
Black adds a classic touch of elegance and authority. It emphasizes the seriousness with which UNITY approaches its service offerings and reinforces the brand as a leader in the field, capable and experienced. Black in the palette ensures that while the brand is approachable and friendly, it also maintains a level of formality and professionalism.
The color palette chosen for UNITY reflects the brand's core values and enhances its identity in several meaningful ways:
Light Blue and Blue: These shades are often associated with trust, reliability, and calmness. Light blue, in particular, evokes a sense of tranquility and clarity, which are crucial attributes for a brand dealing in real estate, where clients often seek reassurance and dependability. The deeper blue reinforces the idea of professionalism and strength, underlining UNITY's commitment to providing steadfast and reliable services.
White: White is universally recognized for purity and simplicity. In UNITY's branding, it underscores the brand's commitment to clarity and transparency in all its dealings. It creates a sense of openness and honesty, inviting clients to trust the brand as they navigate their real estate decisions.
Gray: This color is often used to convey balance and neutrality. For UNITY, gray adds a layer of sophistication and a modern aesthetic to the brand’s appearance. It also suggests a balance between the personal, friendly approach (indicated by the lighter colors) and the professional, reliable nature (symbolized by the darker shades) of the brand.
Black: Black adds a classic touch of elegance and authority. It emphasizes the seriousness with which UNITY approaches its service offerings and reinforces the brand as a leader in the field, capable and experienced. Black in the palette ensures that while the brand is approachable and friendly, it also maintains a level of formality and professionalism.
Together, these colors create a palette that communicates UNITY's dual nature as both a friendly guide and a professional entity in the real estate market. The combination of calm, reliability, simplicity, neutrality, and authority makes this color scheme highly effective in representing the brand’s identity and values, appealing to a broad audience and instilling confidence and trust.
Color Versions
Typography
Graphic Elements
Corporate Applications
Social Media
Website Creation
Before
After
unityknows.com
