How to Create a Strong Brand: Build it on Solid Proof Points
A compelling brand story to attract homebuyers to your latest offerings. Unique brand attributes that set you miles apart from competitors. Viral ad messaging.
These elements are keys to successful brand positioning. But they are merely a house of cards unless they can be built on a solid foundation of proof points.
With 81 per cent of consumers insisting that trust is a prerequisite for purchasing from a brand, it’s imperative that you give them highly credible “Reasons to Believe (RTB)” that your brand will live up to its promises.
Solid proof points do exactly that. The best RTBs win your customers’ trust on two equally important levels: rational evidence like facts and emotional appeal such as authentic testimonies.
Here are five categories of proof points that property developers should consider when seeking to build robust RTBs for their brands.
1. Show them the numbers
Convince your customers that your products will meet their needs using specific data points and measurable results. These can include statistics proving the construction or interior design quality of your developments, or third-party studies showing the superior price appreciation track record of your condo projects.
Be sure to integrate these data points into your brand messaging to prove your credibility. Using PropertyGuru as an illustration, our brand promise is to be the trusted platform "where every step of your journey will be guided by Guru" for property seekers, sellers and owners. An average of 34 million property seekers per month use our portals, more than any other Southeast Asian digital platform. This backs up our claim that customers trust us to help them make confident property decisions beyond just property search.
2. Authoritative rankings and awards
Being recognised by authoritative third-party organisations that rank industry players can be a key proof point. The PropertyGuru’s Asia Property Awards, held annually in more than 10 markets across the Asia Pacific, is one well-known hallmark of developer quality.
3. Industry certifications
Certifications from industry bodies, such as the Singapore Green Building Council’s certifications for sustainable buildings, show that your developments have been assessed and approved by experts.
4. Genuine customer testimonials
In the age of information overload, customers are bombarded by brand statistics. To make your brand’s data stand out, you need to also make them emotionally appealing to customers.
One way is to weave your data into real-life case studies, preferably with named clients’ testimonials of how your product offerings met their needs and expectations. Your audience will relate better to authentic customer experiences. This, in turn, makes your statistical proof points even more convincing.
5. Trustworthy brand personalities
Another authentic proof point that can win customers’ trust is profiling your brand ambassadors and positioning them as industry thought leaders. These personalities can include your company’s CEO, or a key company personality whose values and vision are closely aligned with your brand. By sharing their expert views and brand insights on news sites, platforms like LinkedIn or at conferences, you can connect directly with customers and inspire trust in your brand.
Get grounded on proof points
By building your brand on a strong foundation of proof points, you can foster stronger connections with your audience and win their trust. One brand that you can trust is PropertyGuru. We offer a range of dynamic marketing solutions and innovative, data-driven products that are proven to yield results and are specifically designed to give property developers a competitive edge. Give your marketing efforts a boost and get in touch with us here.
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