Originally posted here on July 24, 2013.
Access Real Estate of Colorado, formerly known as Eagle Valley Realty, is proud to announce that their rebranding project is finally complete. In early 2013, they decided it was time for a change as it became clear that their former name was no longer an accurate representation of the company. This news comes with the launch of their website, http://www.AccessRealEstate.org.
After revolutionizing online real estate by integrating MLS with a custom WordPress theme, Eagle Valley Realty realized that they were not only venturing into uncharted waters in online real estate, but that their area of service had grown to include many locations outside of the Eagle Valley area, whose very name had become taboo in the local community and which confused many of their prospects as to where the agency actually operated.
Doug Seabury, a partner at Access Real Estate explains, “We moved forward with the rebrand because our firm is growing. The name Eagle Valley Realty gave the perception that we were a down valley real estate company when, in reality, we represent the entire valley from Vail to Gypsum.”
After successfully working on the custom theme with Optimum7, an internet marketing agency, they consulted the agency on the rebranding project hoping for similar success.
According to Bridget Farrell, the chief designer at Optimum7, “A rebrand is more than creating a new logo. It can involve everything from renaming a company to changing their core values.”
The following months were spent researching brands they liked, emotions and images they wanted to evoke with the new brand, and debating the virtues of many names.
“The most-time consuming aspect of a rebrand is the research phase,” says Farrell. “This stage requires a great deal of time and effort from both our team and the client. We delve into the current brand, understand its strengths and weaknesses, and begin to form solutions to current problems.”
However, the process isn’t always easy and can often be emotional. “A brand is not just a logo or color scheme. It allows the public to establish an emotional connection with a person, company, or product. For many consumers, a brand becomes a very personal aspect of our lives,” says Farrell.
“It’s why we choose Coke over Pepsi or visa versa. This is often why a rebrand is initially met with criticism by consumers and company owners alike. It’s as if someone ripped away the security blanket you’ve had since you were a baby. You may not feel ready, but the change is all part of growing up. A rebrand is a company’s way of growing up.”
On why they chose their name, partner Scott Schlosser said, “The word access is a simple and inviting word. It plays into all aspects of culture in this area. Whether we’re making a home or the outdoors more accessible for a client, we want to make everyone feel welcome.”
Once the name was finalized, Ms. Farrell began designing the new logo. She describes the process:
“After brainstorming with the rest of the Optimum7 team, I created four concepts for the new logo. When sketching out these concepts, I made a conscious effort to stay away from the standard ‘house’ symbolism to which most real estate designers flock.
“A door symbolizes more than a house. It’s an entrance – it grants access. Also, the door in the new logo is open, encouraging the viewer to walk right through it. It’s welcoming, friendly, and inviting – everything a home (and a real estate agent!) should be.”
For Seabury, the logo “represents the access clients have not just to their home, but all the beauty and adventure Colorado has to offer.”
“Along with our excitement about our new name and logo,” says Schlosser, “we are also enthusiastic about the rebranding of our social media accounts. Our Twitter and Facebook accounts let people know what’s going on from a real estate perspective, of course, but also a lifestyle and community perspective.”
“Ultimately, people are intrigued by Colorado,” says Seabury. “When people come to visit, they have a wonderful time and are often inspired to buy property. They get excited. They want to own a piece of the Rocky Mountains and become part of the community. They search for Vail real estate and do so 24 hours a day. They want to feel like a local and when you buy a piece of real estate here, you are accepted as one.
“While we have always been enthusiastic about being a point of access to some of the most beautiful properties in the Rockies, our brand finally reflects that excitement and we couldn’t be more pleased.”
Check out the full article here.