Optima was a buyer’s agency in the prestige property market in Sydney with a unique approach that combined commercial insights with personal service. The strategic objectives involved strengthening their market position and increasing the conversion of warm referrals by speaking to a specific target market of high-end consumers. The new brand needed to be designed to fit this positioning—sophisticated, elegant, and polished.
DAIS have a sophisticated deep understanding of brand. We loved their excellent client service.
The brand strategy needed to communicate Optima’s high value services, capturing both their commercial edge and their personal approach. Analysing the competitive landscape showed that competitors had significant market presence; it was clear Optima needed to cut through with a unique value proposition. DAIS set out to create a distinctive brand, language and attitude around their existing process to communicate their value easily to all stakeholders.
The brand process was central to the strategy and influenced the brand language and visual design. The 7 point process includes the ‘optimal outcomes’ language to explain the value clients receive at each step in the process, resulting in their optimal outcome.
The technical descriptor ‘property advisors’ and brand promise ‘exclusive excellence’ positions Optima as a high value service working exclusively with clients to deliver excellent outcomes. The brand strategy glued everything together cohesively including building the DNA of the process into the brand identity. This means that any team member can explain who they are, what they do and their unique approach with simply their business card.
Taking on a brand advisory role to prepare and support Optima for launching into the market, DAIS ensured brand collateral and templates were developed in line with the visual design, language, and overall strategy. The website brought the brand to life in a sleek and polished design, and functionality that reflects the elegant and luxury experience Optima delivers for every client.
By creating a layered language style and distilling your difference into a clear brand DNA, we ensure your proposition is clear and tuned to your target market.
