Practical Advice on Refreshing Your Brand

Companies can’t live without a brand. Without a brand, companies can’t have an identity. They can’t connect with their customers. They can’t differentiate themselves from their competitors. A strong brand is a company’s best foot forward, its effort to convey a corporate message, and hopefully be memorable at that. At Ideal Properties Group, aware of our core values and our mission, we had realized – even before Brooklyn became the cool brand it is today – that we were a firm from and for Brooklyn. Our firm’s claim to branding fame is our ‘Brooklyn Born and Bred’ slogan, coupled with our logo. The latter was always a reflection of our brand, resembling a roof over the top of our ‘Ideal head,’ just a little off kilter, to reflect the fact that we think and approach work from outside of our home, outside of our box. To find a meaningful digital home to our awesome slogan and logo, we naturally developed a website, featuring our salesforce and their skills, and of course the majestic and trendy homes and commercial spaces of Brooklyn, in vivid pictures and with easy-to-digest language.

Over the years, we discovered another inner strength of our brand’s: fluidity. We love changing with the times, and we enjoy refreshing our look, as we stay the course of our message of accountability, professional integrity, and transparency. We became keenly aware that with attention to the changing markets, and through creative collaboration and hard work, a strong brand should always be able to remain fluid and “refreshable.” So, for the third time in the last decade, we recently announced the launch of our newly redesigned website: https://ipg.nyc. The revamp of our website was driven by our desire to make reliable real estate and neighborhood data more accessible to our new development, sales and rental teams, clients, customers, colleagues, friends as well as the media.

In staying true to our ideal narrative, the website was unveiled exactly 10 years after the firm was founded on April 27, 2007. Celebrating our decade anniversary – one which we are extremely proud of in such a merciless industry as real estate in New York City – we felt that tying our new launch to a milestone would be all that more meaningful to both our team and our customers alike.

When renewing collateral, companies need to ensure that the new product is easy to understand and that it offers an enhanced user experience. Otherwise, customers may be thrown off and not be as receptive to the updates. (Trial and error, in the past, has taught us this valuable lesson.)

At Ideal, we embarked on a yearlong collaboration with videographers, artists, designers, photographers, marketers, external vendors, SEO experts, developers and programmers, in order to make our website a more accurate visual reflection of Brooklyn’s real estate market, crafted by and from the company driven by authentic content and data. The new website provides new and helpful resources. A sophisticated exercise in simple navigation, the design effort pivots around rich and timely content.

Ideal’s users can now log into the website in order to take advantage of curated content, tailored to their role in the real estate process, the content specifically designed with those needs in mind. The user is always a click or scroll away from useful, pertinent information – so crucially important in the ever-evolving, fast-paced real estate world of Brooklyn and New York City.

Staying at the forefront of innovation and customer service is something we managed to achieve with the third incarnation of our website. As in our other lessons from the New York City real estate battlefront, businesses in our industry need to pay close attention to how technology is impacting their stakeholders, and how they can keep fresh with the times. And as Ideal remains committed to always being the friendly, neighborhood real estate firm, welcoming everyone to our beloved New York City borough – from customers looking for homes, to agents and beyond, our digital presence continues to decisively reflect our mission and vision. We are happy to report to have received positive feedback from many of our users. Of course, our friends and family have chimed in, too. Our advice to others in our shoes? Stay relevant with the changing needs of your customers, while staying true to yourself.


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