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Bill Bathurst

Real Estate, Brand Strategy, Business Development

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Bill Bathurst Brand Strategy Advisor

Posted by Bill on October 1st, 2012

Hello I’m Bill Bathurst, The Brand Strategy Advisor and I give strategic brand advice to businesses, charities, people, places, and destinations. As a specialist brand strategy advisor I’m here to do two things:

1. Ensure that your brand comes to life for all your audiences, customers and stakeholders

2. Establish a clear and positive brand strategy to meet your strategic ambitions

I’ve spent years working with great brands including: company branding, charity branding, public branding, place branding, and destination branding. As a completely independent advisor, I help clients to examine and clarify the purpose and messages of their brands, working in a very straightforward and accessible way…

You tell me all about your ‘brand’ now, your achievements to date, and your ambitions for the future

I analyse which aspects of your brand are working and which are not I tell you about new brand strategies that can make your brand work harder for you

I show you the real potential that already exists in your brand

I give clear advice about what you need to do next

My interventions are always strategic and based on the concept of deep branding i.e. branding that reflects authentic meaning and narrative.
I’ve designed this service to be a high-value, yet affordable, investment. There are no retainers or complicated contracts. I charge a fee, agreed in advance, depending upon the size and complexity of your business or organisation. It’s probably less than you think.

My highly practical approach has clear benefits.

I will help you to:establish a brand that is clear, authentic, compelling and sustainable.

-ensure that your brand strategy achieves business objectives
-engage all your audiences to enhance reputation
re-focus and invigorate your whole organisation

A good team working well together is virtually unbeatable and is a product of good players, coaching and management.

We have a great team here and are ready to tackle any job for you, large or small, so please get in touch.

Build Place Brands, Not concepts, Says Bill Bathurst Property Marketing Expert

Posted by admin on April 13th, 2012

Brand and concept are two notions that are becoming increasingly popular in area
developments. They are sometimes used interchangeably and that often leads to
confusion, disagreement and disappointment. Professionals such as urban
planners and architects often dislike ‘brand’ while they have little trouble
accepting ‘concept’. This is mainly because they, wrongly, associate brands with
advertising and commerce. It is time that both notions are clarified.


A concept is a good, distinctive and sometimes unique idea for the development
of a product, service, building or area. In real estate, concepts are already
applied to the development of, for example, office and residential buildings,
shopping, entertainment and conference centres, and leisure centres. Concepts
function well for such developments because they take a certain characteristic of
the development and apply it to for example, the architecture, the retail offer, the
decor and service. A concept often serves a specific target group, such as
shoppers or partygoers, conference or business users. A concept is often has a
sell-by date. A workable concept often becomes outdated in a number of years.
The development and implementation of a concept is usually the responsibility of
separate parties such as the architect and developer. Concept management is


A brand is a promise of value that must be kept for different audiences
simultaneously, such as residents, visitors, businesses, investors and institutions.
This means that the way the promise is fulfilled will differ (somewhat) for each of
the groups while still retaining a clear connection between these activities. A
brand for an area development is therefore often not a single promise, but is
formed by several related themes. Often, (valuable) themes added over time.
This enrichment of an area brand does not happen by chance, but is created
through (careful) brand management. A brand is not only a leading principle for
the development of an area (e.g. urban planning, architecture, landscape,
materials) but also for its management (e.g. attraction programs, area
management, events, communications). Furthermore, the development,
implementation and management of the brand of an area are the shared
responsibility of its stakeholders: government, developer, investor, key tenants,
residents and the like. A brand is ideally suited for developments with a fairly
high level of complexity and an extended period of development, such as (innercity)
mixed-use developments.


In area development processes, brand and concept are often complementary and
can be used in conjunction. Within an area development, there may be various
concepts that help realise the brand, such as a designer hotel, a slow food
restaurant, an organic market, shared facilities for creative start-ups, an
ecological district, a culture institution or a factory outlet centre. In this context,
concepts such as area incubators are sometimes used. These are physical
(permanent or temporary) functions that are employed to speed-up an area
development process.

In summary, we can say that:

1. A concept is a form of reduction (a good idea), while in a brand enriches the
image of an area
2. The value of a concept decreases with the time, while the value of a brand
increases (at least with careful brand management)
3. A concept is especially applicable to single-use developments and a brand to
mixed-use developments
4. Concepts within and area can complement and help realize its brand
5. A brand functions simultaneously as an organizing principle and a decision making
tool for a partnership of stakeholders.

Could An Improved Marketing Plan Help Your Project?

Posted by admin on February 24th, 2012

Selling out a real estate development takes incredible coordination—numerous branding and marketing elements working in concert, often long before ground is broken. The Bathurst Group understands that. Our deep experience within the residential and commercial real estate industry has allowed us, as a creative agency, to work closely with developers, architects, designers and brokers to bring successful projects to market in Florida, the southeast and across the country. We believe successful real estate branding and marketing requires a comprehensive approach, rooted in a solid strategy, which requires:

  • Understanding current industry and economic trends, as well as the market in which a project is located
  • Connecting with the target audiences to understand their needs, attitudes, timing and preferences
  • The experience and creativity to develop branding that resonates with the target audience and the community
  • Communicating that branding through integrated marketing tactics that include strategy, creativity and execution
  • Constantly refining and fine-tuning the marketing mix over the life of the development to optimize sales velocity

Our integrated marketing services for the real estate industry include: strategy development, branding and rebranding, naming, identity design, messaging strategy and development, website design, web development, advertising and media, print collateral design, outdoor advertising, sales center graphics, site signage, email campaigns and social media strategy and execution.

As commercial realtors we can staff and execute the sale and leasing of your building, land or project.

Place Branding Adds Value, Unites Mission Says Bill Bathurst-Property Marketing Expert.

Posted by Bill on February 11th, 2012

Driving desire

A place brand acts as a common cause that required the
parties to seek solutions together, rather than engage in conflict.
Not only is a brand a leading principle in the development of an area
that involves urban planning, architecture, landscape, and materials,
but also in the management of the project—involving, for example, programs and events to attract interest, area management, and communication.

The development, implementation, and management of an area’s
brand are the shared responsibility of the stakeholders: government,
Developer, investor, key tenants, residents, and any others. During the
Process of creating the brand, all of the stakeholders together define core
Values, achieving a consensus that establishes a base of cooperation
Throughout the entire development process.

As the brand develops and Strengthens, it becomes a means of communication and a binding factor among stakeholders. A brand is suited for developments with a fairly high level of complexity, involving many stakeholders and an extended period of development, such as innercity,mixed-use developments.

Branding differs from marketing and concept design in scope and
timing. While marketing is targeted at selling a product to a particular
group of consumers, the audience for branding is much wider. The challenge is to change the public’s image of an area. Compared with an urban concept that embodies the essence of a specific design solution for an area, a brand acts as a nucleus out of which different design solutions can form and grow.

Branding should be started early in the development process in
order to advance partnerships and to use the brand itself as a coherent
decision-making tool, guiding design, marketing, management,
events, programs, and other procedures. Such action allows the area
development to achieve its fullest potential in terms of value creation.

“Introducing branding to our capabilities at Pristine Properties has
resulted in tangible added value,” says Bill Bathurst, who is consulting with K.O.R Development.

“The brand partnership of Bathurst Group/Pristine Properties has enabled our partnership of developers and public bodies to realize a truly imaginative and feasible strategy for the area development.” The brand promise is credited with attracting others, such as local entrepreneurs and cultural institutions, which can help bring the area to life. A professional branding process can lead to more trust among the groups involved, reducing the role of legal contracting. Such a process requires large investments of money and time, as the participation of representatives with substantial decision-making power is required. When these decision makers act on a brand, it can help establish strong mutual ties, enabling a partnership to overcome setbacks and search for novel solutions to create an area of lasting value to a city