YOU WANT to brand or rebrand? "You need to decide just who you are communicating with," said Gerald Leissner, m.d. of Domayne - a man familiar with both processes. Domayne is the new name of Ampros which originally traded under the historic title of Anglo American Property Services. He divides the audience of potential listeners into three categories - in-house; particular market; and the general public. In the recent Domayne name change (from Ampros) Leissner defined two of the three as targets. "First, there's the branding inside your own organisation - and that's not the most difficult," he told FTW. Talking one-on-one, group meetings, communication. That solved the inside needs, according to Leissner. The second grouping - the "particular market" - was where Domayne's customer base lay. A few sources of big finance around the country, looking for the high-level property development to which the company lays claim. "You'll find that, when branding within that industry base," said Leissner, "they are quite quick to accept change." The company hasn't changed - just the name, is the perception here. As for the public - that's out of Leissner's field of experience. "We've never been in the position to have to communicate with the community in general," he said. "Not like the Cokes of this world." Talking marketing, Leissner suggested, if you've got a good brand, and you're accepted in the market place then your marketing has succeeded. "It's like marketing anything else," he said. "Public relations, advertising, one-on-one promotion, logos, letterheads, business cards. A paper trail programme."
