Trei Real Estate: Shaping a unique brand
In a highly competitive market a differentiating brand is essential. To further grow (internationally), the real estate company Trei needed a distinct and attractive brand positioning.
Background
With a property portfolio of about € 1,1 billion, and a development pipeline of around € 685 million, the venture of the Tengelmann Group is one of the hidden champions on the German real estate market. Despite its size, the brand awareness and perception of the company are relatively low compared to other big players. In order to reach their goal to be perceived as an internationally recognised real estate firm with a shift in their strategic focus, the brand strategy needed to be adjusted.
Why does brand matter?
A distinctive brand offers a multitude of benefits. First of all, it helps consumers making choices. If the perception of a brand is clear and differentiating, more people will buy more products and services at a higher price and for a longer time. In other words: the brand positioning has a direct impact on the brand’s corporate value, i.e. success on the market, growth, market share, price, margins, and earnings – and thus on corporate value.
However, a crucial but sometimes neglected aspect is that a well positioned brand shines to the inside as well. It gives orientation and meaning to the employees and can be a true booster for the effectiveness of an organisation. As a consequence, strong brands also have a competitive advantage in the battle for talent. This applies to B2C as well as to B2B like in the case of Trei.
The role of the savvy company
the savvy company navigated Trei through the entire process of redefining their brand system, including a new
vision and mission for the company, key differentiators, brand essence and values.
A profound analysis of the customer’s needs and motivations, of the target market as well as of the company history and culture were the groundwork for the project. With our set of proven tools and methodologies we developed a distinctive and compelling brand system for Trei – always in close collaboration with the Trei management team. This ensured buy-in from the first minute.
The last step in this process was bringing the new brand to live within the corporation. We developed a cascading workshop format to get every single employee informed about the content and more importantly activated to contribute to making it a success.
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The savvy company helped us in distilling the essence of our company into a new brand positioning. It is an invaluable tool to achieve our aspiration: to become a recognised worldwide player in the real estate business.
Ann-Kathrin Schwartz, Head of Marketing, Trei Real Estate