How purpose created identity stability for a regional real estate business
Living Corporation is a regional New Zealand real estate practice that shows how brand purpose must lead identity. In this Real Estate Brand Purpose Case Study, the work begins long before images, colours, or listings appear. Purpose guides conduct, communication, and client assurance, and every later decision draws from that written intent.
Real estate brand purpose in practice.
Before commissioning design work or marketing material, founder Judd de la Roche worked through a simple but exacting step: writing down the purpose of the business beyond making money. He identified that clients fundamentally seek a place to live well. The name Living Corporation emerged from this reflection, linking living as the client’s outcome with corporation as the cooperation of people, principles, and service required to achieve it.
The strategic impact of defining purpose early.
Once purpose was written, all downstream decisions gained coherence. Naming, identity, tone, and supplier instructions remained aligned for more than twenty years. The brand did not drift because every creative or operational choice referred back to the same governing intention. This stability later supported a smooth move into a national real estate group, reflecting a common progression within the sector.
How purpose improved communication and client assurance.
Purpose clarified how Judd explained the business in market conversations. It shaped the messages used in property campaigns and improved briefing efficiency with designers, photographers, and copywriters. The brand became known for responsible stewardship and trust in property transactions, both anchored in the original purpose statement.
Observed results when a purpose is defined.
- Clear naming logic that endured
- A stable identity system used consistently for decades
- Strong public recognition and unsolicited positive feedback
- Efficient supplier alignment with minimal rework
- Confidence and cohesion during later-scale decisions
This step aligns with this article that explains how to define a customer outcome in branding.
Testimonial: Judd de la Roche
“We employed Dayne and his company Flying Lizard to create our company look and feel and the results have been very pleasing. We have a logo and look that we are very proud of and the public certainly has liked and involuntarily commented on our company image. I have no hesitation in recommending Dayne’s services.”
Later reflection:
“The branding put Living Corporation ahead of its time in that market. It gave old identities a new look and feel and there was no stopping us.”
External insight.
For a complementary perspective on why purpose precedes identity and differentiation, see:
Ries & Trout’s framing of positioning in the customer’s mind.
Develop insight for your own brand.
Explore other identity-led brand case studies here.
This page presents a real estate brand purpose case study showing how purpose-first brand strategy created identity stability, supplier alignment, and long-term value for a New Zealand real estate business.