Creating a brand identity for your portfolio can be a great way to get noticed in a crowded market and increase the value of your whole portfolio.
Now before we dive in here, let’s be clear: branding your property does not mean taking your main brand colour and slapping it everywhere. I also don’t really want to see your logo anywhere. There are much more subtle ways to create a brand identity within your properties without it feeling like an office block.
You might be wondering why you should consider adding your branding into your properties, and it’s absolutely not for everyone. But if you have a strong brand identity already, it can be a great way to create some unity across your portfolio. Here are some quick benefits:
Increase recognition and trust
Any previous buyers will know exactly what they are getting with one of your properties, they’ll know to expect a great standard for example making a sale much easier. And when your welcome pack has the same branding too it builds that trust even further.
Attracts your ideal tenants or buyers
Get your branding right and it will help you attract the right tenants/buyers. You’ll have already thought about who you are trying to attract with your brand so this just extend simply onto your properties
Helps to build reputation
When they know what to expect with your properties they’ll be more likely to recommend your other properties to friends, its a great way to build a good reputation!
Now that we’re all on board with the idea, how do we go about building a brand identity within your property? Here are 3 effective ways to start.
Ready? Let’s dive right in!
1. Use a Signature Colour Scheme
Colour is one of the most powerful ways to communicate a brand. It sets the mood of a space and creates instant recognition.
Now I will repeat what I said earlier, we are NOT looking to simply replicate your logo colours on the walls of your property. We are looking to create a colour scheme that is ‘on brand’ that we can use.
Identify Your Brand Colours
Look at your logo, website, or marketing materials. Are you using lots of natural colours? Is your brand bright and colourful or more muted. We can take these ideas to inspire the colour scheme for your properties. We might even take some muted versions of your brand colours to use.
Apply Colours Strategically
You don’t need to paint every wall in your brand colours! Instead, incorporate them through:
- Feature walls using paint, wallpaper, or textured finishes.
- Soft furnishings like cushions, throws, and rugs.
- Furniture and decor such as chairs, artwork, or even kitchen cabinets.
Balance It Out
Too much of one colour can be overwhelming. Use neutral base tones (like white, beige, or grey) to keep the space feeling sophisticated, with your brand colours as accents. This will help create more flow within your property.
Here is a great example : If your brand is fun and colourful, you might have some fun wallpaper in your communal space with a pop of colour in your artwork but balanced with warm neutrals and oak flooring.
2. Furniture, materials and design elements
Beyond colour, design elements can reinforce your brand. This might be using natural elements if your brand is inspired by nature, or taking some of your graphic elements and bringing those into your design.
Furniture Style
If your brand is about luxury, choose sleek, high-end furniture with metallic finishes. If it’s about urban living, opt for industrial-style pieces with raw materials like metal and wood.
Graphic elements
Use any graphic elements within your brand to play with. This could be by adding graphic wallpaper that matches your brand aesthetic or sticking to either blocky or curved furniture to match elements within your brand.
Consider your materials
When you are choosing your materials and textures for your property, see if your brand can inform these. A property brand focused on sustainable living might use reclaimed wood, natural stone, and organic fabrics, while a high-end rental brand might lean towards glossy finishes, marble, and metallic accents.
3. Add Bespoke details in communal areas
In HMOs, serviced accommodation, or short-term lets, communal areas offer the perfect opportunity to reinforce branding in subtle yet effective ways.
Consistent Styling Across Properties
If you manage multiple properties, you could ensure all shared spaces follow the same branding principles—whether it’s the same furniture style, wall art, or colour palette.
Bespoke Details
Custom features like personalised artwork or unique signage (e.g., a neon sign with a key brand phrase) can reinforce your brand identity without feeling forced. Keep this fun, think memorable not office block!
Branded Accessories
This can be as simple as using branded cookies as a welcome gift, coffee table books that reflect your brand’s personality, and don’t forget branded welcome booklets for short-term lets and HMO’s.
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Bringing your brand into your property design is about more than just brand colours—it’s about bring the feel of your brand into the property and keeping this consistent across the property.
By using signature colours, distinctive design elements, and thoughtful branded touches, you can make your property instantly recognisable, attract the right audience, and build a reputation for high-quality, desirable spaces.
Looking to refine your property brand? Aben Interiors specialises in designing standout interiors that reflect your brand and maximise your investment. Get in touch today to discuss your project!
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