When I first started working with new home builders who were developing large residential communities, I was in awe of the amount of effort that went into the branding and naming of the community.  I remember sitting in meetings and focus groups for what seemed like weeks to come up with the branding concept and the name for the development.  We would come up with a short list of names we liked then we would hire people in focus groups to tell us what kind of homes they thought they would find in a community with that name.  It was critical to match the brand with the type of product we were building.

Once the name was chosen, we then picked the colors and visual elements that matched our overall “brand story.” I used to sit in shock as the branding and marketing companies pitched their ideas to us and then presented us their bids which were almost as much as one of the homes we would be selling. I recall asking one of my developers how they justified paying hundreds of thousands of dollars for the branding and marketing plans we were pitched and I will never forget what he said: “ROI – it is the best return on investment because it attracts buyers and it sells homes.”  That said it all. Read more »