In January 2016 we launched our refreshed Harcourts brand to the market. It is the first significant makeover for Harcourts, which was founded in Wellington in 1888, in several years and the new look is designed to make the brand more user-friendly and up-to-date for the mobile, digital era.
Harcourts International Ltd 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 is important to us that our brand properly reflects our size, innovation, capability and global reach. That it reflects our assets that truly help our customers be successful in their real estate endeavours.”, 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.
Harcourts International Ltd 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 the Harcourts brands and subsidiaries, including NAI Harcourts, the rural/lifestyle and property management sectors, Harcourts Complete, Luxury Property Selection and the company’s charitable arm, The Harcourts Foundation.