Challenge
Walker Singleton is a leading name in the commercial property sector. The multidisciplinary business needed a strategic shift to reflect their evolving business structure. The challenge was twofold: refine and strengthen the core brand while ensuring clarity across their diverse service areas. The ultimate goal was to help them achieve their growth objectives.
Approach
Working as their Fractional CMO (Chief Marketing Officer), I started by gathering insights from the Walker Singleton’s team. We used these insights to create their marketing strategy.
Next, we began their brand transformation. Recognising the value of their heritage brand, we evolved rather than reinvented—giving it a more professional, solid, and authoritative presence.
A key part of this transformation was creating a clear brand hierarchy. We strategically separated the residential business, ensuring Walker Singleton became synonymous with commercial property, asset advisory, auctions and property management. We then developed a structured sub-brand system, providing distinct identities for each service area while maintaining a cohesive look and feel.
The transformation involved working across 3 distinct companies, within the Walker Singleton Group, as well as sourcing, briefing and project managing suppliers including design, print, copy, web, CRM, property portals, signage and more.
Results
- A refined, professional brand identity that reinforces trust and credibility.
- A full suite of marketing materials: To Let and For Sale boards, stationery, property brochures, email templates, and signage across three office locations.
- The successful launch of a new website, fully project-managed to integrate seamlessly with three different CRM systems, supporting commercial property, asset and property auctions.
- Ongoing marketing strategy support and project management to ensure they have marketing support when they need it.
Their new marketing strategy has solidified Walker Singleton’s position as a leading authority in commercial property and asset advisory. Their new brand structure provides clarity for clients while maintaining the strength of their long-standing reputation.
I continue to support Walker Singleton as their fractional CMO.
