Hamptons is a UK estate agency with a 150 year heritage. Our market research with vendors, first time vendors, landlords, investors and developers revealed a mixed perception of the brand. While the actual brand experience was very positive, the brand image was perceived as slightly dated, cold, formal and unapproachable.
As well as market research, we conducted management interviews, a competitive review and a brand workshop with Hamptons Directors. Our subsequent positioning work identified that Hamptons’ strengths centred on their service style, expertise and willingness to be with customers at every stage of their journey. This work then became the foundation for I-AM agency to create the ‘We’re in it together’ proposition and ‘The Home Experts’ strapline and new brand expression.
Brand positioning | Market research | Competitive review | Brand workshop
An emotionally engaging brand
The Hamptons brand now reflects its heritage and core values, but does so in a modern and emotionally engaging way.
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