I am starting a Commercial Real Estate (“CRE”) brokerage and finance company that will practice throughout the South Florida market. I represent buyer and sellers of commercial property throughout this market, and I also procure the needed capital to fund these transactions, and in all major commercial property groups (office, industrial, retail, multi-family, and mixed-use/special purpose) from amounts of $5.0MM and above.
I need a brand that conveys not only a high degree of class, professionalism, and skill set, but also a high degree of ethics and expertise - while also not taking itself too seriously, or appearing too institutional; maybe even a hybrid between an established, strong, and solid CRE boutique and a tech company, as I will be using a lot of technology in my platform. This may be a contradiction in terms, but I have been working on this for a while now and on my own, and nothing is really ‘sticking.’
The firm’s principal has formal undergraduate degrees in real estate and finance, backed by a +30-year career specializing exclusively in sophisticated and complex commercial real estate transactions, developments, and capital stack structuring. This level of experience should also be reflected in the brand.
I’ve met with a couple of local ‘branding experts’ in my market, but because this is a start-up, cash outlay for this is limited at the moment, and these folks just didn’t get what I am trying to accomplish. I have a spreadsheet of a variety of naming conventions, whereby the name of the brand also is the name of the legal entity, with a corresponding URL. I also need a logo that is congruent with all of the above.
I am flexible and open to other ‘out-of-the-box’ ideas and concepts, as long as the vision of the brand as described above by what we do and how we do it, is reflected in that concept.