Living your brand

SERENE and spacious living spaces at the Grand Midori

What is a brand? “Brand” refers to the sum total of associations or experiences of any one company, product or service. For most, it is the DNA that defines a company, product or service. “Branding” is the storytelling process of bringing the brand’s DNA to life, of creating real and perceived characteristics that make that company, product or service unique.

In my world of spaces and places, branding works somewhat like an organizing system for design thoughts and concepts. Aside from triggering images of the end-product, a “brand” also defines the kind of user experience or emotional engagement the design must elicit. Given many design problems to tackle, it is also my way of defining one need from another, and of creating something that will engage the user into a distinct lifestyle. It makes that particular space special.

In the property market, developers create products with very strong brands to be able to stand out against the next property product. Their powerful branding usually starts with imparting the message that they have the best, or at the very least, that they have something better waiting for you. That’s why there are so many developments that use the words “grand,” “place,” “tower,” “prime,” plus countless other words that connote shifting up to better places.

A better fit for you

But there is also a lateral manner of branding properties, and that is to fashion them according to an aspiration that appeals to a certain segment of the market. It is not necessarily better than the development next door, but it is probably a better fit for you. After all, how much grandiose can one promise?

Aside from creating storylines for marketing the products themselves, the brand of the property provides for the standard of living of its buyers through its amenities, planning concepts and its esthetics. With this approach, it takes the property away from being “commoditized” as merely another lot or condo or next-grand-thing. By streamlining its provisions and making it very specific to a certain lifestyle, it differentiates it from all others. In the South, Ayala Land’s Nuvali, for example, is “about what really matters to us—clean, fresh air, abundant greenery, safety and security, education, a good job, sound health.” Expect a lot of parks, wide roadside planting, jogging paths and roving guards.

Federal Land’s Grand Midori in Salcedo Village promises “A balanced lifestyle: grandness with functionality, flair and tranquility. A Zen oasis in the heart of the city.” Expect larger than usual apartments and ample amenities despite being within the business district. Alveo Land’s Red Oak is a “carefully designed environment that fosters a holistic wellness experience for the body, mind and soul. Diligent planning for the Red Oak makes it a beautiful haven from stress.”  Sounds like you can live within your own spa facility.

As a buyer, your homework is to define the lifestyle you maintain or aspire to have. But be wary. The “wanting to have” part takes a lot of living up to, and if you’re not going to make that change, then forget it. You will be buying into a lifestyle you cannot enjoy. Don’t buy a large lot and build a large home when you want air-conditioning but refuse to spend for it. Don’t buy a condo, no matter how big the common gardens are, if you enjoy pruning the trees in your backyard early morning while in your pajamas and sipping your coffee. Don’t insist on being a suburban dweller if you’re a party animal. I know people who wanted minimalist homes but eventually cluttered the place because they never were minimal in their esthetics. They probably never will be.

Be sure to know yourself and know what you are buying.  Aligning your needs with a brand’s offering will help ensure a worthy selection. In the end, the true success of your purchase can only be measured by the enjoyment it gives you.

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