Feature
far more than just developing a new logo. A good corporate brand will aff ect every aspect of the business from the way the telephone is answered; to how the wording is presented on property details.”
RETURN ON INVESTMENT Design is an expenditure just like any other but unlike some expenses a successful design can give you a return on your investment more than justifying any outlay. David says, “There are huge benefi ts to setting aside a budget to refurbish covering everything from brand and identity, through display, signage and full refurbishment. We work with estate agents as we understand the logistics of the fi t out phase, there are many elements to our projects that are tax effi cient which further helps the cost of any project.” Agents can often judge the immediate
impact of design improvements for themselves. To help promote its brand identity Samuel Wood Estate Agents called in Mid West Designs to install LED illuminated light panels in its branches. Donna Elliott of Samuel Wood says, “The Light Panels have really helped to brighten the window as well as the whole offi ce. We have noticed more passers by stopping to have a look.” Similarly, Langford Russell had more than
150 people expressing an interest in the agent’s services during the fi rst weekend after opening following a full refurbishment by MPL. But it is not just quantity but quality.
professional and up to date that gets the business,” Janice points out. But how best to do this – glam up the offi ce, sharpen up the image; boost kerb appeal - and what to go for. Agents Langford Russell recently had a
Fairfi elds’ fi t-out for Wye Residential
”Often the properties coming in (following a redesign) will be at a higher price brand,” says Janice. Whilst Jonathan says that quality staff will also be more interested in coming to work for you, “Refurbishment not only generates confi dence for customers but also motivates owners and staff . Recruitment of higher quality staff is made easier and not necessarily at infl ated salaries,” he says. A constant gauge of brand in this evolving
market is diff erentiation. Not all agencies are the same as they strive to set themselves apart from their peers and to get across the perception they aspire to. “It is the agent that stands out from the crowd and looks highly
major refurbishment by MPL Interiors (the focus for this month’s ‘Makeover’ feature on page 39). Rob Sargent, CEO of Langford Russell, saw the refurb as major diff erentiator for his agency versus his competitors, and a positive experience for the clients. The need for distinction, and distinctiveness, becomes more important with many high streets having a dozen or more agents vying for custom. David Stevens says, “The agency sector is saturated with clones and even those businesses that do the designing need to think outside the box. Most importantly in all circumstances, we listen to our clients. Without valuable input and a desire to progress your own business we couldn’t make it happens.” Whilst quality design will inspire staff and
customers, agents must initially decide where to look for their own inspiration. David says that working with large brands such as Google, Starbucks, and Virgin Atlantic has given them exposure to the global market
“The agency sector is saturated with clones and even the designers need to think outside the box.” David Stevens, me&c associates
A selection of me&c associates’ designs
22 ● August 2012 ● TheNegotiator
www.thenegotiator.co.uk
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