You have to consider the hard factors, such as position, economic power, catchment areas, infrastructure etc,. However, the successful, sustainable marketing of real estate and locations consider all relevant soft factors as well: history, symbolisms, atmosphere and relationship to the local environment. These are the things that awaken associations. This is the stuff that turns a place into a brand.
This is true of all landmarks. For example, when confronted with the stylised symbol of the Cologne Cathedral, we do not simply see an abstract image of a famous building. We spontaneously associate it with other images stored in our memories be they of a historical, cultural, private or business nature.
It is the multiplicity of these associations which enables us to understand that the image of the Cathedral is providing us with information about Cologne. We associate the image with the message of Cologne.
Real estate and locations can become successful brands with their own independent identity only through a patchwork of comprehensible relationships made up of hard and soft factors that are readily accessible to everybody.
brandscapes: real estate communications - calls this branding process "Brandscaping." It incorporates the steps, Brand Strategy, Defining the Topic, Developing a Name, Design, Defining the Message, Story and Story Telling. From this process, we derive the measures for real estate communications, public relations and event marketing.
Europäisches Haus der Stadtkultur e.V.
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