Placemaking is a process which focuses on the use of public spaces, but place purpose is how you bring spaces to life.
Brand purpose is a hot topic and since the COVID-19 pandemic, it’s shot to the top of consumer wishlists. More and more people are shying away from brands who are purely in it for profit and instead seeking out brands who are trying to make a wider difference to the world.
The stats speak for themselves: data released by Accenture reveals that 63% of consumers prefer to purchase from a brand that has a purpose and 65% base their actions on a brand’s values.
What does that mean for property marketing?
When it comes to building houses, you need to think beyond individual house prices and instead take a whole place approach, understanding what’s important to your customers and how you can add real value to not just their lives, but the lives of others too.
It all starts with a brand; a distinctive mark, proposition and tone of voice that brings your development to life. But where does it go from there? Here are a few things to consider when you’re trying to uncover your place purpose:
- Study your own brand. Why do you exist beyond profit? Are you here to create thriving communities that bring people together and encourage human connection? Are you trying to help people who historically haven’t been able to get on the ladder take their first step? Truly consider why you do what you do and how you’re helping people
- Really get to know your audience. Whether it’s first-time buyers or second steppers, you need to really understand what makes them tick and what their priorities are (social listening is an awesome place to start). Social listening can be a great tool to get the pulse of your audience.
- Discover the brands these people interact with. This goes beyond looking at your competition, but looking at brands that influence these people’s lifestyles. If your customers are aligning themselves with oat milks and reusable items then you know protecting the planet is pretty high on their agenda. Once you have that kind of information you can start to tell a story as to how your brand can support that wider mission
- Create a compelling narrative; storytelling is one of the best ways to capture people’s imagination and take them on a journey with you. Whether it’s your site’s interesting heritage or your company’s fascinating people, give consumers a behind-the-scenes look at what makes you special
- Nurture a sense of belonging. When people feel like they belong somewhere they form strong bonds to their community or tribe. Having a strong place purpose can help create that togetherness and will mean that people talk about your brand and your developments for years to come
At MakingGiants, we’re all about helping brands find their purpose. We’ve worked with many developers to help them unlock their ‘why’. From social listening to branding, drop us a line if you want to chat about how we can help you.