What to consider before rebranding a rural estate
Rebranding a rural estate poses a unique set of challenges; how to honour family legacy while ensuring commercial success, how to balance ambition with budget and how to stand out in an ever more crowded market. We know a thing or two about creating brand identities for rural estates, having worked with the renowned Elmley Nature Reserve and Falconhurst Estate & Farm Shop, both of which have embarked on their own journeys to establishing commercially successful hospitality and retail brands…
What makes your estate unique?
The UK is blessed with a great many estates, especially in the South East of England where we are based - and an increasing number are diversifying to secure their future, creating a more competitive landscape. being ‘within an hour of London’ is no longer enough - estates need to look harder and think more deeply if they’re to create a truly compelling brand. And yet, so often estate owners are simply too close to their own land to be able to identify what makes it distinct; emotional attachment and family legacy blurring the edges of competitive advantage. Try to view the estate objectively: what makes it unlike anywhere else?
What do you want to be known for?
The likely chance is that the rebrand of your rural estate is part of a wider diversification project. What are you aiming to do with your estate? What features are you adding, which buildings are you converting and how is the land being reimagined and repurposed? What do you want to be known for?
What do you want to achieve from your rebrand?
Every successful rebrand has a clear commercial goal. What’s yours? Putting measurable metrics to your rebrand informs everyone of the commercial intent and supports an effective outcome. Perhaps you have a revenue goal for your new Farm Shop? A target capacity for your new accommodation? Or are you launching a private members club with a certain capacity you want to reach? A tangible goal adds weight and purpose to the creative work.
How would you describe the experience you want to create?
How do you want guests to feel when they visit? At Elmley Nature Reserve, the experience is one of luxury in nature. At Birling, the experience is earthier; there, you can drink home grown wine around a campfire. With their beautiful gardens and historic house, Falconhurst Estate embraces a classic, idyllic English charm. Another of our estates - yet to be unveiled - is opting for an unapologetically high end feel with a view to making use of their airfield to attract international guests. Almost all of these estates have built upon their inherent assets to create an experience that’ll make them unique - how can you apply this thinking to your estate?
What’s the long term ambition for your estate?
Unlike any other business, rural estates consider the future in decades or even centuries. And it really pays to think this way from the outset of a rebrand, because with estates, evolution rarely happens all at once. With big restoration projects often taking years to complete, rebrands need to be handled carefully to ensure that your brand is relevant and effective today, while paving the way for your long term view. Both matter equally if you are to create a commercially successful brand identity for your rural estate.
To begin a conversation about rebranding your estate, please get in touch.
