A commitment to building and developing a compelling brand throughout a challenging business climate paid off for Belvoir Lettings when it received the Express Newspapers Brand Builder award at the 2011 bfa HSBC Franchisor of the Year Awards, supported by Express Newspapers last month (June).
 
The specialist residential letting agent provides property management, residential lettings and buy to let services for tenants and landlords throughout the UK.

Collecting the award at the gala ceremony held at the Heritage Motor Centre in Warwickshire, managing director Dorian Gonsalves said: “Being named Express Newspapers Brand Builder 2011 is such rewarding recognition of the hard work that our whole team has put in to successfully transforming our brand over the past year.
 
“This award confirms that our decision to invest in our brand despite a difficult economic climate was the right one. We are not only reaping the benefits as a business, but are delighted that our strategy has been acknowledged amongst our peers.”

Creating brand awareness takes considerable skill and a strategy that can be applied to all aspects of the business, from the distinctive and eye-catching logos that make an organisation’s premises, literature and online activity instantly recognisable, to internal branding that defines the way that a company operates, values its customers and employees, and continually strives for higher standards throughout the franchise network and across the whole of the business sector.
 
The judges recognised the major efforts that Belvoir and its local franchise owners had put into promoting the company’s name and reputation, including initiatives such as a distinctive re-design of Belvoir’s ‘To Let Boards’, the introduction of a Belvoir iPhone App and a revolutionary redesign of branded vehicles.

In reaching their decision, they felt that Belvoir Lettings has made a very successful transition into a distinctive, contemporary brand that complements the quality of their business.

Sean Hammond, Head of Franchising, Express Newspapers, said: “Belvoir Lettings demonstrated clearly that brand building has a fundamental role to play in a franchisor’s growth strategy and can be delivered simply and effectively. The strength of a brand has become increasingly important as the economy has wavered and as a result it was a pleasure throughout the entire judging process to see so many franchisors working hard to find new and innovative ways to bring their brand to life.”

Brian Smart, director general of bfa, said: ““Our panel was presented with some of the best examples of innovation, brand development and franchise support from across the whole franchising spectrum. It is a privilege to recognise Belvoir as a truly outstanding example of how it should be done. We hope that these awards will continue to inspire the next generation of franchisors and franchisees, bringing fresh new thinking and best practice to the industry.”