Don't Like Your Brokerage's Brand Colors?
Here's how to work with them
When I was an agent with a big franchise brand, I wanted my real estate marketing to stand out. I was not a fan of their colors because I felt like they were really dated. On the flip side, when I owned a brokerage, one of the biggest issues that we had with the marketing that our agents did was policing compliance. Trust me. It’s not fun to have to tell an agent that they can’t have a hot pink and purple yard sign. It may seem like there’s no good middle ground, but there is. Staying compliant and having a personal brand style is totally doable.
This is the part that you’re probably not going to like. Yes, you do have to use brand colors if your company requires it. Brand compliance is important, not just because it’s probably in your Independent Contractor Agreement. but because a strong collective brand helps everyone in the company, including you.
There are some incredibly talented folks who manage brand styles for franchises. They know what they’re doing. They’ve chosen the company colors for a reason. I totally get why agents want to build a distinct personal brand style, and I fully support that, but you have to do it within the brand framework.
The big brands offer tremendous value in name recognition, marketing, and consumer trust. That’s nearly impossible to build as an individual agent. I’m assuming that you chose your brokerage based on value they bring to you, so trust their experts and find a way to make the company style work for your own personal brand.
Here’s the part that you will like. I have yet to see a franchise or brokerage color palette that isn’t workable.
HERE'S HOW TO DO IT...
Most brands have white and either a dark grey or a true black. If the other company colors don’t fit you, use those unless they’re mandatory. Black, white, and grey are incredibly adaptable colors and are easy to use in a clean & modern layout. They also work well with almost any well-balanced font combination.
Go to your brand guide. Grab the most neutral color. In most cases, it’s going to be a grey.
Don’t guess. Grab the hex code. There are more than 50 Shades of Grey (tee hee), and you need to make sure that you get the exact color.
Copy The Hex or Web Code
Flip over to Canva.
Paste that color code into the color selector.
Another grey may look close enough but using the wrong shade can make your layouts feel “off”. Ditto with every other color. Don’t guess. Get your color codes and use them.
Add a pop of another color.
Let’s snag another brand color to add a little more contrast on small elements. Here I’ve grabbed the hex code for the RE/MAX red and used it on a divider line. The overall layout stays clean, but voila, brand colors used.
You can use the same technique with any brand.
It’s also important to follow your brokerage policy for broker approval if there is one. I know that it’s tempting to go rougue, but please dont.
It’s absolutely doable to have the best of both. Company compliance and your own brand style.
You can (and must) stay within brand guidelines and have a style for your own marketing that stands out.
PS. Love these layouts? They’re available on the template shop here.