Singapore-based real estate enterprise OrangeTee has recently embarked on a recent brand refresh effort, the first of its kind for the brand since its inception in 2000. For the company, the new branding efforts puts highlight on its three key pillars – productivity, presence, and partnerships – to drive the company’s growth in the real estate industry.
We recently sat down with Jon Tan, senior vice president and head of brand, digital marketing and communication at OrangeTee, to learn more exclusively about OrangeTee’s conceptualisation process on the brand refresh effort, how it reflects both its desire to expand operations and its diverse stakeholders base, as well as how it evokes the “kampung” or compassionate and communal spirit.
‘Find Your Place’
For Tan, the simple yet profound slogan ‘Find Your Place’ is the heart of the new OrangeTee brand: focusing more on resonating deeply with anyone who is navigating the complexities of the real estate landscape.
“Whether you are finding a place to call home, a strategic space for business expansion, or a platform for professional growth, the presence of a trusted partner to navigate the real estate journey is indispensable. Our renewed vision is to help everyone in the real estate journey, making it understandable and accessible to all. By empowering individuals to find their rightful place in the world, we aspire to enrich lives and redefine standards within the industry,” he explained.
He also added that the decision to embark on OrangeTee’s brand refresh stems from a deep-rooted commitment to staying ahead in an ever-evolving industry. For him, recognising the necessity to redefine their brand identity aligns them with the evolving needs and perceptions of their internal and external stakeholders.
“Through extensive consultations with key stakeholders, involving board members, management staff, and key agency leaders, coupled with a comprehensive whole-of-agency brand survey involving our agents and staff, we gleaned invaluable insights that formed the bedrock of our brand refresh. This inclusive approach seeks to foster buy-in from everyone close to the company, allowing us to discern their sentiments and aspirations for change,” he explained.
How the brand refresh efforts stresses importance of ongoing stakeholder engagement
Prior to the brand refresh unveiling, Tan said that he personally conducted a series of Brand Refresh briefings to engage their internal stakeholders, including agents, agency leaders, corporate management, and staff, facilitating a comprehensive understanding of their new brand direction.
“Our Brand Sentiment Survey revealed an impressive 97.6% alignment with our updated Vision, Mission, and Core Values amongst the attendees—an affirmation of our brand’s revitalised direction, compared to a mere 52.4% comprehension of our previous brand identity. Through these engaging briefings and surveys, we have ensured that every member of the organisation not only understands but also aligns with our refreshed vision, mission, and core values,” he said.
“By nurturing a culture where these values are not just espoused but embodied, we empower our team to effect meaningful change and “SEE” the true spirit of OrangeTee coming to life,” Tan added.
For him, the essence of OrangeTee’s core values lies not merely in words but reflected in our everyday actions. He explains that in OrangeTeeo’s brand refresh, they have transitioned from static nouns to dynamic action verbs, underscoring their steadfast commitment to actively embodying these values in the company’s daily endeavours.
“This brand refresh has underscored the importance of ongoing stakeholder engagement. It serves as a testament to the need for continual dialogue and interaction to refresh, reaffirm, and fortify our brand identity, ensuring that every individual within our organisation is imbued with a renewed sense of purpose as they find their place in the workplace,” he explained.
On standing out from the rest and embodying a sense of community
When asked how OrangeTee separates itself from the rest of the industry, Tan states that their differentiation strategy stems from a profound understanding of their stakeholders, particularly the agents and staff, who form the cornerstone of the business.
“Through extensive discussions and the brand survey, we’ve gleaned invaluable insights that have shaped our brand identity. These insights have guided our creative agency in developing meaningful proposals that have been exceptionally well-received,” he said.
Tan also added, “By capitalising on our distinctive brand name and iconic orange colour, complemented by a modern, dynamic, and edgy aesthetics, we are poised to stand out in a crowded marketplace. Our commitment to professionalism and trust, coupled with a deep-rooted sense of community and solidarity, sets us apart as a beacon of excellence in the real estate landscape.”
He also highlighted how the branding efforts highlights the company’s mission of embodying a sense of community, adding “At the heart of our brand refresh lies a profound sense of community and solidarity—a reflection of the “kampung spirit” ingrained in OrangeTee’s DNA. Our approach to this brand refresh is not merely cosmetic; it is a testament to our unwavering commitment to inclusivity and collaboration.”
For Tan, they have prioritised the engagement of all stakeholders closely associated with their brand, many of whom have been integral members of the OrangeTee family for years, considering it a second home. He further explained that by fostering a culture where every voice is valued and heard, they have forged a collective vision of growth and success.
“From engaging discussions to inclusive briefings and feedback sessions, we have provided a platform for every member of our OrangeTee family to contribute, participate, and thrive. In doing so, we not only reaffirm our dedication to accessibility and understanding within the real estate realm but also epitomise the essence of community—a place where everyone finds belonging and purpose,” he concluded.
