 Reach Marketing Communications, one of Leicester's longest-established marketing agencies, is pleased to announce a successful management buyout. The new leadership team consists of senior Reach figures Owain Prorok and Tara Daya overseeing creative, and Tracey Lloyd and Lucy Bloomfield supervising client relations. The transition already complete, the new directors are already driving the company forward with renewed energy and focus.

Gary Love and Asgoo Pirbhai, the previous owners, have taken consultative roles, ensuring that the company will continue to benefit from their invaluable experience.

Reach Marketing Communications has been delivering industry-leading brands, creative communications, and event management services for more than 30 years.
Our clients come from a wide range of backgrounds, including industry, government, the arts, and professional services but our main specialism is industrial property marketing. The new management team will reinforce these key strengths, with a greater focus on digital marketing, web development, SEO, and social media.

The new Directors express their heartfelt gratitude to Gary Love and Asgoo Pirbhai for all their hard work in establishing Reach Marketing Communications. Their vision and leadership in establishing one of Leicester's most respected marketing agencies has provided a solid foundation for the new management team to build upon.

"We are thrilled to drive Reach Marketing Communications forward with fresh energy," said Owain Prorok, Creative Director. "Our talented team is dedicated to building on our established strengths and embracing new digital innovations. We look forward to continuing our work with our valued clients, plus welcoming new ones as we expand our service offering."

 Reach Marketing Communications is a leading marketing agency based in Leicester, UK, known for its expertise in brand development, creative communications support, property marketing, and events. With a 30-year history, Reach provides creative and compelling digital and print marketing solutions to a wide range of clients, including industry, government, professional services, the arts, and property.

Established Leicester Marketing Agency Announces Management Buyout

Reach Marketing directors Asgoo Pirbhai and Gary Love both played rugby in their youth and remain big fans of the game. Being from Leicester, they are also (obviously) obsessive Leicester Tigers fans and have cheered on some of the biggest names in the sport at Welford Road since the 1970s.

Their desire to be involved with the club led them to sponsor Lewis Deacon from 2006 to 2008. They had originally set out to sponsor Louis Moody, but the Lewis they got didn’t bare grudges.

Lewis Deacon was an outstanding back row forward and part of the Tigers squads that won the 2007, 2009 and 2010 Premiership finals. He also captained the squad briefly and played for England in the 2002/3 season. Despite becoming good friends with Lewis, the sponsorship didn’t provide an opportunity to see as many games as Asgoo and Gary had hoped, so in 2009 they approached Leicester Tigers with a view to doing more.

They were invited to join the 1880 Club, becoming one of its founding members in a joint sponsorship with their clients and good friends Bito Storage Systems. Leicester Tigers was founded by three local clubs in 1880, hence the name.

The 1880 Club is now the longest running hospitality package Tigers offer. Members and their guests get to enjoy the games from some of the best seats in the stadium after a first-class dining experience and the (sometimes blue and always very) entertaining recollections of guest speakers drawn from amongst true legends of the game.

Asgoo and Gary continue to entertain clients and colleagues at matches, where discussion of work is taboo. It’s a hugely popular day out, even amongst those with no particular interest in Rugby. Asgoo believes their decision to become founding members is vindicated “every week of the season”. 

How Reach helped to found the 1880 Club

We need an enthusiastic full-stack developer ready to make their mark.

We’re a successful marcoms agency in Leicester with a strong track record in property marketing and the arts. You’ll be helping a talented creative team take the agency to the next level.

Are you a middleweight web developer?

Globally, the UK presents one of the most fiercely competitive real estate markets. High costs, allied to strong competition in some sectors and chronic oversupply in others, presents unique challenges to developers and their marketing teams.

One keystone to a successful marketing campaign is a property brand identity. Whether you are marketing an industrial, office, or residential development, a well-developed property brand identity forms a clear point of differentiation between your offer and that of your competitors. Executed via the right activities and channels, it can make a massive contribution towards the success of a scheme – or its failure.

In this article we discuss the essentials of creating a property brand identity, beginning with some fundamental questions. What exactly is a property brand identity? Why do you need one? And how do you go about developing one? For all this and more, read on.

A property brand identity involves creating a distinctive and cohesive image that represents your development. This includes the name, logo, design, messaging, and overall personality that communicate the unique value and appeal of your project. For commercial and industrial properties, this identity must resonate with potential tenants, investors, and stakeholders, conveying professionalism, reliability, and suitability for their needs.

Reach recently worked with Harworth Group to market their Bardon Hill development. Located in the cut-throat distribution market of the East Midlands, it was crucial that this development stood out from amongst its peers. Bardon Hill was a great success for the client, aided in no small part by the property brand identity we created.

Why do property developments need a brand identity?

Three words to consider here are attention, perception, and value.

There is a temptation to think that brand only has relevance in B2C marketing, primarily where the product needs an emotive ‘pull’, such as with selling new homes. This aligns with a common misapprehension within property circles that every deal boils down to location and £/sq ft.

However, this underplays the role of emotion in all forms of decision-making. Attracting the attention, and shaping the perceptions, of your target audience are key steps towards securing the best end value for you. Thus, so long as people remain part of the decision-making process, property brand identity will always have an important role to play.

How a property brand identity achieves this can be summarised as follows:

The UK property market is bustling with developments, each vying for attention. A strong property brand identity sets your project apart from the competition, making it memorable and attractive to your target audience.

A well-defined brand identity fosters trust and credibility. When potential clients perceive your development as a well-branded entity, they are more likely to view it as professional and reliable.

A unified brand identity ensures consistency across all marketing materials, from brochures and websites to social media and on-site signage. This consistency builds recognition and reinforces your brand message.

A compelling brand identity can elevate the perceived value of your property, making it more appealing to tenants and investors. It signals that the development is of a superior quality and worthy of their consideration.

Above all, remember that the property market is a dynamic entity. Ensuring that your brand identity evolves with market trends and client expectations will maintain its appeal and relevancy.

Negative effects of a poor property brand identity

Conversely, a poorly considered property brand identity can have a negative effect. Inconsistent branding can confuse your audience and dilute your message, while a generic brand identity will fail to stand out. Ignoring the preferences and needs of your target audience can result in a brand that doesn’t connect with potential clients. And finally, a poor design or unclear messaging can give the impression that your property is not up to standard.

Property brand identity is important in every sector

Industrial logistics property brand identity

The industrial and logistics property market has experienced unprecedented growth in recent years, driven by the rise of e-commerce and the need for efficient supply chains. A strong property brand identity is crucial to distinguish your development from competitors.

In the case of Bardon Hill, the property brand identity we developed tells the story of the site in one well-constructed logo. The brand mark serves as a mnemonic device, illustrating the park’s location at the apex of the so-called ‘golden triangle’ formed by the M1, M42-A42 and M6 motorways.

Since the COVID pandemic, the office property market has become highly competitive. A distinctive property brand identity helps attract requirements from blue chip occupiers looking for grade-A office space.

The residential market is defined by strong competition, not just between rival developments, but between buying and renting, or new builds and second-hand stock. A compelling brand identity can make your development the preferred choice for homebuyers and renters.

For grade-A properties returning to the market, a rebrand is essential to attract new interest and build perceived value. A refreshed property brand identity can revitalise interest by signalling sustainability improvements or specification updates.

A comprehensive approach to building a property brand identity involves several strategic steps:

Understand your target audience, including their needs, preferences, and pain points. Conduct competitor analysis to identify gaps and opportunities in the market.

Outline your brand’s mission, vision, and values. What does your property stand for? What unique benefits do you offer? This strategy will be the foundation of your brand identity.

Develop a logo, colour palette, typography, and other visual elements to represent your brand. These should be appealing to your target market, and reflective of your brand strategy.

Your brand’s voice and tone should be consistent across all channels. Develop key messages that highlight your property’s unique selling points and resonate with your target audience.

Apply your brand identity consistently across all marketing collateral, platforms, and channels. Ensure your website, social media, brochures, and on-site signage all reflect the same branding.

Building a brand identity is not a one-time effort. Engage with your audience through regular updates, community involvement, and responsive customer service. Keep your brand top-of-mind and relevant.

When considering a property brand identity, the visuals tend to dominate people’s focus. However, the language used is just as important. A high-quality messaging platform develops and maintains the correct tone of voice for your audience. It also ensures that your collateral will always say the right things at the right time.

The above image shows the messaging matrix we developed for Bardon Hill. This is a useful tool for ensuring that your messaging platform covers all the major beats of an industrial logistics marketing campaign.

Common messages for a property brand identity

The specifications of your property should form a central theme of your branding. For commercial developments of all sectors, always state the floorspace in square feet (with square metres in brackets). Industrial development messaging should focus on efficiency and adaptability. For office developments, highlight state-of-the-art facilities and well-being. Residential properties highlight the number bedrooms, plus high-quality finishes and luxury touches. Clear, detailed descriptions of these features can attract discerning clients looking for top-tier spaces.

Location is a critical component of your property brand identity. Highlighting proximity to key areas, such as major population centres, primary arterial routes, or established and desirable neighbourhoods, can significantly enhance the appeal of your property. Emphasize the strategic advantages that your location offers, such as reduced commute times, access to suitable labour, and nearby amenities.

Flagging when your development will be ready to occupy is one of the most important key messages. State clearly whether the development is available now, or give a date based on your construction timeline. This can be narrowed from a quarterly date (“available Q4”) to a month as the construction progresses.

Excellent transport links are vital for commercial, industrial, and residential properties. Ensure your messaging covers the accessibility of your development, including proximity to public transport, major roads, and any planned infrastructure improvements. This reassures potential tenants and buyers about the convenience of your property.

Sustainability is increasingly important in property development. Highlight your project's green building certifications, energy-efficiency systems, use of renewable energy, and sustainable construction practices. Demonstrating a commitment to sustainability can enhance your property's appeal to environmentally conscious occupiers and investors.

Demographics are of huge interest to potential occupiers. Tailor your messaging to the specific needs and preferences of your audience, whether they are industrial businesses, corporate tenants, young professionals, or families. This targeted approach ensures your property brand identity resonates with those most likely to be interested in your property.

Partnering with reputable real estate agents will add credibility to your property brand identity. This partnership can reassure potential clients about the professionalism and reliability of your development.

A strong property brand identity is crucial for success in the highly competitive UK real estate market, being an essential step towards increasing perceived value, preserving consistency, and fostering trust. All are vital towards securing the best end value for your development.

In a properly constructed property brand identity, collateral should be the result of all the steps detailed above. In the case of Bardon Hill, the results of our preparation were an extremely eye-catching suite of materials backed up by a robust messaging platform.

Using the tips above, you can make sure your branding is distinctive, well-executed, and in line with the expectations of your target market. Delivered through the appropriate channels, it can make the difference between a scheme stagnating on the market or realising an outstanding price amid robust demand.

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Established Leicester Marketing Agency Announces Management Buyout

How Reach helped to found the 1880 Club

Are you a middleweight web developer?

Building Credibility: The Importance of Property Brand Identity

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