Founded in 1906, in San Francisco, Coldwell Banker company has entered its second century in real estate and is currently owned by Realogy Corporation, one of the biggest real-estate franchisers in the world.
With more then 3,000 offices in 49 countries, Coldwell Banker has entered the Romanian real estate market more than 10 years ago, being involved in brokerage and consultancy services. Based on the official financial results, it is one of the biggest real-estate consultancy companies in Romania.
Our story starts back in 2007. In order to maintain their strong branding, Coldwell needed to adopt a localised brand strategy to ensure they communicate effectively with their local markets. That was the beginning of a beautiful friendship.
With more than 10 years of working together, we built a living, breathing brand that is alive and growing as one of the most engaging brands on the Romanian real estate market.
Conducting the brand audit
Brand touch points
We first started by conducting a brand touch points audit. By analysing all the tangible promotional materials available on the international network, including collaterals, stationery, brand signage, marketing campaigns but also the digital touch points, we realised that the brand essence is well reflected and the branding is consistent.
However, in order to have a meaningful impact on customers, prospects and stakeholders from the Romanian market, they needed to maintain the brand promise and tone of voice but add a different flavour to the brand communication process. The key visuals where slightly outdated and the mood of the materials was too impersonal and “stock-like” for the Romanian market.
The brand was perceived as professional, correct but disconnected from the Romanian audience.
We started by redrawing the key visual elements, we then adapted the photography style and subjects to the local market and translated the headlines and slogans into more specific messages that activate the Romanian audience.
Over the past 10 years, our team’s main challenge was to boost the brand by making it relevant to the local market but at the same time to remain true to the brand promise:
To ethically and honestly serve their clients so that they can make their dream home a reality.
Another important challenge was for us to work with a century-old brand that has to be both timeless and timely at the same time. To stay up to date and keep up with the different communication and visual trends of the real-estate industry.
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