Positioning your portfolio as a premium brand starts with you
We all have brands we can’t help but love. From Apple to Nike and the resurgence of Barbie, these iconic brands have a unique, visual language that connects people and invokes a sense of identity.
We are all consumers seeking connection, even from the brands we choose to engage with or support. In fact, 83% of millennials want brands they associate with to align with their values. Just like consumer brands, people connect their workday and their company’s identity with the physical and digital spaces they occupy.
Statements like, “I work in 30 Rock,” “My office is in One World Trade,” or “We lease space in the Willis Tower'' are a shared language. But it’s not just landmark properties that need to create a connection between their brand and tenants. Every building has an opportunity to illustrate your brand identity, communicate your vision, and represent it through IRL and URL touchpoints.
As a Marketer myself, I know how important it is to build, deliver, and uphold a strong brand identity. So, here are five best practices to help you deepen the connection that current and prospective tenants, and even your own employees, have with you and your brand:
Make your presence known
Developing a strong brand identity is not just about following trends or aesthetics, it’s about curating a public perception that represents your values and champions your company’s visual legacy for generations to come.
With VTS Activate, you have endless opportunities to curate touchpoints and drive a visual representation of your brand. Your brand shines bright from a tenant’s first interaction, enticing them to download your app and welcoming them to their workplace experience platform. Your app icon, app name, loading screen, and login screen are all branded to you, tying the tenant’s workplace to the brand you’ve created for the building and your portfolio.
Lean into consistency and configurability
Hybrid work is here to stay, so your digital presence matters just as much, if not more than the brand that your physical spaces evoke. With VTS Activate, meet tenants everywhere they are and deliver an expanded digital and physical offering. Your brand, logo, and colors are represented at the building level, across your portfolio, and in every space and service you offer. You can create a consistent, holistic brand experience with Activate’s digital interface that feels just as premium as your physical offering. With an incredibly configurable platform, you're not just controlling the way your offering looks, you’re controlling the way it makes your tenants feel.
Flex your creativity with your digital experience
Your physical building has exhaustive creative restraints and limitations, but with your digital presence, the app is your oyster. Create endless content with no boundaries, and target your entire building or just a specific audience.
VTS Activate’s drag-and-drop content builder allows you to build pages in your property app from scratch or configure pre-built templates and make them your own. Every piece of content is configurable, from images to videos, links, and text styles…you decide what each page looks like. When you create a masterpiece, save it as a template so you can quickly use it again.
The entire VTS platform is designed with creative freedom in mind so you can think beyond the four walls of your building and create an immersive experience that champions your brand.
Invest in your presence to keep tenants present
A simple and effective way to attract and retain quality tenants is to invest in your buildings as though each is its own premium brand - because it is! With each renewal comes the ultimate test of your brand and a tenant’s connection to it. With a premium and identifiable brand, your tenant’s talent can feel as connected to their workplace building as they do to their employer. This incredible sense of connection is sparked by owners and operators choosing to centralize their technology and make their digital presence an elevated, branded end-to-end experience.
Engagement touchpoints and physical spaces are commonly branded in the workplace, but every touchpoint can express your brand and identity with VTS Activate. From the way your tenants access your buildings, to operational communications or maintenance requests, you can elevate and brand it all.
Go tenant-centric to amplify your brand
Creating an identifiable brand for your building is essential, but in reality, your building is already an ecosystem of brands. Each tenant leasing space in your building wants to showcase THEIR brand within their workplace suite and the physical and digital experiences they deliver. For them, your building and offerings are extensions and reflection of their brand.
This is your opportunity. Delivering experiences that showcase your tenants’ brand positions you as a tenant-centric and a supportive partner to ultimately bolster your standing with tenants and your brand.
Your tenants aren’t just investing in a physical space when they sign a lease, they’re also investing in a physical and digital reflection of their identity. Every tenant and renewal is a choice they make to invest in a brand–yours. Make your building and brand stand out with VTS Activate.
