Brand guidelines - should your agents use one?

Your business accounts on Facebook, Twitter and Instagram are all branded according to your real estate agency but should your agents be using a set branding guidelines when posting on their business profiles?

We have already discussed how important branding is for your agency accounts on social media platforms - and if you want to maximise your branding impact, your agents - whether you are part of a large franchise or independent agency - should be using the same set of guidelines you use on your agency profiles.

What is a brand guideline?

Developing a consistent brand starts with creating a brand style guide. These branding rule books help graphic designers, marketers, web developers, community managers, and even product packaging departments all stay on the same page, and present a unified vision of the brand to the public.

Why a guideline?

The best brands stick in our minds because their presence is defined by the repetition of the same logo, fonts, colors, and images. Once we see them enough, they become instantly recognizable, bringing us a clear sense of reliability and security.

Here is a very simple branding guideline we have put together for the fictional Martha Mitchels Real Estate

Here you can see the different ways the logo is allowed to be displayed, the branding colours and how they can be used (with the hex codes included as this will help printers and developers find exactly the right colour when creating marketing materials or websites), as well as the different fonts and how they should be used.

Here is an example of how MyProperty uses branding on their Facebook and Instagram posts:

In these examples, you can see the two different permitted logos, while the font and colours remain consistent in both posts.

It is also very important for agents to be supplied with the necessary images and logos in high resolution - this will ensure that all the logos will appear in their best light when viewed by potential clients. Logos should always be made with design programs and if possible left to the professionals.

Entegral offers logo refinement as part of our design package when ordering a responsive Flex website, which will ensure that not only will you have a stunning logo but you will have a high-resolution logo to use on all your marketing materials!

These are the small details that add to your online brand presence and will help you translate it into real-world recognition.

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