What's in a Brand?

Member Outreach ,

            What's in a Brand?

            January 31, 2018 | Denise Froemming


You may have noticed some changes around here.

Meet the new IREM. Today we launched a major new rebrand. After 85 years of leading the real estate management industry, setting trends, and establishing best practices, we’re continuing to look forward.

We may look a little different – a little bolder, a little more colorful – but that’s just the tip of the iceberg. With this rebranding initiative, we’re reaffirming exactly who we are and what we stand for – we’re a diverse, vibrant organization devoted to being a champion for the profession of real estate management, and to supporting our members through every stage of their careers with training, development, and collaboration.

I do want to tell you a little about how our new look came to be. More than a year ago, we began engaging with a global marketing consulting firm to assist us with this project, and we partnered with them to conduct extensive research on how IREM is perceived, among our members and by the industry as a whole.

We searched for gaps – between what we know we are as a community, and how we communicate that to the world.

Ultimately, we developed a logo that represents both our proud past and our exhilarating future, both the four asset classes our members manage, and the four corners of the globe. And perhaps most importantly, our new logo announces our direction loud and clear: always up, always forward.

We also want to thank the IREM Executive Committee and the other leaders who made this dream a reality, especially 2017 President Mike Lanning, CPM, 2018 President Ben McGrew, CPM, CCIM, 2018 President-elect Don Wilkerson, and 2018 Secretary/Treasurer Cheryl Gray, CPM. It’s their vision we’re celebrating today.

IREM: For those who manage to make a difference. And I hope you let us continue to make a difference in your career.

Denise Froemming, CAE, MBA, CPA, IREM Chief Executive Officer and Executive Vice President

Rebranding Facts

Did you know?

  • Color increases brand recognition by 80%*
  • According to a study by the Missouri University of Science & Technology using eye-tracking technology, visitors spend 6.48 seconds focused on the logo when visiting a website for the first time.
  • 72 of Business Week’s Top 100 Global Brands are named with made up words or acronyms.
  • When J. Crew rebranded last decade, sales rose 108% over the next five years. What’s the most successful rebrand you can think of? Let us know in the comments!

* source: University of Loyola, Maryland