It’s no secret that every successful brokerage’s branding has gone through several iterations since the original as it evolves to meet the needs of a changing market. These changes concern more than just visuals; they extend to the name and the vision of the company as well. As time goes on, a brand naturally becomes outdated. However, there is no specific timeframe for which an audit must be performed to identify if a brand is still relevant to it’s market. Therefore, a brokerage firm owner must always ask whether the brand is still effective, and take the steps to ensure it is if a brand audit shows otherwise. Let’s take Corcoran, for example. This company has rebranded several times, and with good reason. How effective would the below logo be for Corcoran’s existing business? For one, the company isn’t specific to Manhattan anymore. Plus, that logo screams amateur rather than the luxury feel this brand has become known for. Therefore, a change was essenti…
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