Quality Renters Brand Guidance
- What They Do: “Quality Renters restores mutual trust between landlords and renters, building new marketplace tools that require transparency and ensure a smooth, hassle-free rental experience.”
Scope Of Work
The startup scene in Cincinnati is thriving due to accelerators like OCEAN giving great business ideas space to develop. As an OCEAN Mentor for the class of 2015 startups, our co-founder, Dan Crask, helped mentor a startup called QualityRenters.
The Big Idea
“Quality Renters restores mutual trust between landlords and renters, building new marketplace tools that require transparency and ensure a smooth, hassle-free rental experience.” – from their OCEAN Alumni bio.
Another way of saying it is that QualityRenters is helping exceptional renters with exceptional property owners. If you are a renter who has an impeccable history, you keep your space tidy and pay rent on time (or early) every month, why should you have to co-exist in the same pool of potential renters for a sought-after property? Or, from the property owner side, if there was a way to attract and work with high-quality renters, wouldn’t you want access to that information?
That’s where QualityRenters comes in with at least one of their services in development.
Great Idea, No Brand
Like a lot of startups, though, QualityRenters had a great idea, but no brand behind it. We’re not even talking about the visual branding yet – there was no brand to talk about, believe in, and ascribe a Why to. This is where Brand Shepherd mentored QualityRenters, and helped them begin to develop their brand.
Any business needs quick way to describe what they do and why they do it. Our job was to help QualityRenters distill their thoughts.
An important note here is that we did not do the work for them. This was a mentorship, so it was important that the founders figure out for themselves what their brand was.
The first task was to listen to the founders talk through what they are doing, and where they wanted QualityRenters to be. What was their idea of success? With that in mind, a plan was formed.
Brand Shepherd happens to have two property owners as clients, so we set up a video call with each property owner where QualityRenters could pitch their services, and get immediate, real feedback from the very people they wanted to sell to.
We did this before QualityRenters developed a final pitch, but why wait if opportunities are available? During the calls, Dan listened in and took notes on how to improve what was being communicated. The results of these calls was great. QualityRenters had two live-fire pitches to learn from, and one of them led to a second conversation.
After the talks with the property owners, we had a few more conversations, and a final deliverables document was created.
The guidance covered everything from whether or not to keep the QualityRenters name, to tagline messaging ideas, visual branding starting points, and Brand Promise development help.
From this, and the guidance throughout the process, QualityRenters was equipped to leave OCEAN with the bones of their brand firmly in place. It was an honor to have Brand Shepherd associated with it.
- Brand Strategy & Development