Harcourts Group Australia has today launched its refreshed brand to the marketplace, internationally.
Managing Director, Mike Green announced that the brand has gone through a rejuvenation that was over a year in the making, the first significant brand change for the Group since 1988.
Mr Green says with the way the real estate industry is evolving, brands needed to be agile enough to change and grow as well.
“The way we do business within our industry has changed, our clients’ perception of our industry has changed, essentially, our world has evolved, and so we knew our brand needed to evolve with it.
“We have consistently grown our investment in technology, have expanded into two new countries over the past 12 months, and are constantly looking at ways to innovate, but this wasn’t necessarily apparent in our previous branding.
“It was important to us that our brand properly reflected our size, innovation, capability and global reach”, says Mr Green.
Along with a new, modern logo and colour palette change, Harcourts has invested a significant amount of resources into equipping their people with a number of new tools to better help them market themselves, and better serve their clients.
Head of Marketing, Katie McAleese explains the reasons behind such a robust investment in new marketing materials and tools.
“There was obviously value in refreshing our brand, but we saw the opportunity to take this a step further and also invest in providing our people not only with refreshed marketing material, but with flexible, modern and tailored solutions to marketing property and serving their clients”, says Ms McAleese.
The brand refresh extends to all of Harcourts Group Australia’s brands and subsidiaries, including Landmark Harcourts, NAI Harcourts, Harcourts Complete, Luxury Property Selection and the Group’s charitable arm, The Harcourts Foundation.