Running a national rebrand across 2,100 offices.
A premier US real estate brand needed to execute its first rebrand in over four decades, across 2,100 offices and 110,000 agents. TKI centralized brand asset creation and distribution with BrandSrv, its marketing operations accelerator.
A national rebrand with no central control.
One of the nation's largest real estate brands was preparing its first brand relaunch in over four decades. With no centralized support for customized marketing materials at the local level, branding efforts were fragmented office to office, undermining brand equity and inflating costs.
One distributed marketing platform.
TKI defined, designed, and delivered a distributed marketing platform to enforce brand consistency, share knowledge, speed time to market, maintain brand compliance, and make every asset reusable, delivered through BrandSrv, TKI's marketing operations accelerator.
We mapped the brand workflow before we built it.
Before building, TKI worked with the brand's stakeholders to understand the audience, the process gaps, and where localized branding was breaking down at scale.
Collaborative workshops
We met with stakeholders to understand the audience, process gaps, inefficiencies, and business requirements.
User journey
We documented the existing user journeys and task requirements to identify the optimum outcomes.
Asset analysis
We documented the existing universe of brand assets across 2,100 offices and every channel.
Solution delivery
We built a cohesive digital asset platform for centralized storage, real-time customization, and localized distribution.
Built to scale across a national network.
Delivered through BrandSrv, TKI's marketing operations accelerator, and engineered to serve a network of this size securely.
A cloud-based distributed marketing platform, delivered through the BrandSrv accelerator.
Centralized digital storage and distribution scalable to over 54,000 individual assets, used by 110,000 users across 2,100 offices.
Enterprise single sign-on for secure access across the entire network.
Accessibility built in for WCAG compliance across all generated assets.
A four-decade rebrand, run from one place.
The premier real estate brand in the United States undertook its first significant rebranding initiative in over four decades. With a network of more than 2,100 offices and 110,000 agents, brand conversion and launch were proving both ineffective and costly. The existing methods led to disjointed efforts and escalating localized expenses, and traditional approaches to marketing and brand management could no longer keep up.
A comprehensive analysis pinpointed the critical assets, prioritized the channels, and identified where resistance to change was most likely, so the rollout could be planned around the real workflow rather than an idealized one.
In response, TKI delivered BrandSrv, a distributed marketing platform built to enforce brand consistency, share knowledge, speed time to market, maintain brand compliance, and make every asset reusable, across the entire network from a single place.
The biggest rebrand in 40 years, run with efficiency.
By centralizing brand and marketing assets and equipping every agent with customized, compliant materials, the brand ran its most significant rebrand in over four decades and positioned itself for what comes next.
Reduction in the brand refresh timeline and scheduled rollout, turning a multi-year effort into a fraction of the time.
reduction in corporate brand expenses, with versioning and distribution costs eliminated for offices
faster time to market for marketing materials and assets
brand assets managed across 110,000 users and 2,100 offices
standardized product, brand, and legal messaging compliance across the enterprise
increased production and supported channels despite corporate staff reductions during the pandemic
creation of every required brand logo output, ensuring complete coverage across all requirements
Brand at scale is a process problem we solve.
TKI helps large, distributed organizations centralize brand and marketing operations so every location stays on brand. If that is your challenge, let's talk.
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