Growing Up

Written by Acme Mag

Growing up, it’s a time in everyone’s life full of learning, difficult decisions and beginning to take on new, exciting challenges. Keith Soames of Soames Real Estate in Sydney’s Upper North Shore would describe their agency’s visual rebrand as ‘growing up’, a branding approach that’s helping them extend from the perception of a small family business into the real estate company with 50 plus staff that they have become. 

Beginning in more affordable suburbs, Soames has since shifted efforts to more expensive areas with their original brand. They were looking for something that represented them as sophisticated and up-market, which would resonate with their most recent target audience. 

“Our company started in the more affordable areas but had increased opportunities in the expensive suburbs,” Keith said. “We wanted to be brought into the modern-day and present ourselves in a way we could continue growing in the market; that visually shows our customers who we are and what we
stand for.” 

Going to three different companies for his rebrand before settling on the final one, there were a variety of challenges Keith and his team faced. Should they completely change their look with a new colour, or should they take elements of their old brand and freshen it up?

Keith said the process of finding a brand he liked was one that took time and wasn’t without
its challenges. 

“I was fully expecting for this final brand to be something I didn’t like again, but when I saw it across marketing material, my team and I all looked at each other and knew, this was it,” Keith said. “I think it was seeing the brand in use, across all of our potential marketing elements, that is what sold us.” 

What they settled on was a rebrand that could only be described as unapologetic and bold, drawing on their original colours and bringing it into the modern-day. Keith explains that he believes their original brand was negatively affecting their business.

“I think our last brand really held us back in certain markets,” Keith said. “How you are represented visually is a very important element of how people perceive your team and values. We have a 50-year-old company, so we needed something that felt established but was also fresh enough that our younger team would feel proud to represent it.” 

In those companies that are looking to do a rebrand themselves, Keith has a touch of advice to keep in mind. 

“In hindsight, I think for the previous branding companies I approached, I should have taken a step back and let the designer run with their idea,” Keith said. “What Identity Marketing did exceptionally well was the process of workshopping our ideas on the brand before they went away and gave their designers space to create, coming back to us only with a final product. If you are honest from the start, your branding team can help you to figure out what you are actually looking for.” 

For Soames, growing up and entering the modern world of real estate has opened opportunities to create a stronger bond with their clients, and build brand awareness with potential buyers. However, it is the final implementation of their new brand which will continue to build their reputation as a market leader, not only in their service but in their visual presentation and marketing.