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Pamela, you have been a marketing coordinator for 1031 CORP. for over 8 1/5 years and we regularly refer to you as our brand police. In 2020, you embarked on a plan to refresh the logo and our brand. What was the inspiration behind this brand update?
1031 CORP. was founded in 1991 as an affiliate of T.A. Title Insurance Company, which traces its roots back to 1948. Although 1031 CORP. is no longer affiliated with T.A., the foundational values established during those years remain integral to our identity today.
The earliest logo of T.A. Title featured a lighthouse with its shining light—a beacon to guide, warn, and inform. This imagery symbolized T.A.’s role as a guiding light in the title industry. While 1031 CORP. never adopted the lighthouse as part of its branding, a star has always held a prominent place in our logo. In 2005, we gave the star a modern twist by slightly shifting it to the right and positioning it between the "1031" and "CORP." text, emphasizing our forward-looking approach.
From the beginning, reflex blue—a deep, vibrant shade of blue—has been the cornerstone of our logo and all marketing materials, embodying trust and professionalism.
As we approached our 30th anniversary in 2021, we felt it was time for a refresh that would honor our legacy while embracing the future. Rather than a complete overhaul, we made one significant update: transitioning from reflex blue to a deeper, more modern navy. Along with this change, we introduced a complementary burnt orange, a crisp and dynamic accent color that adds energy and versatility to our brand identity.
The star remains a key element of our logo, symbolizing the beacon 1031 CORP. has been in the 1031 exchange industry. It reminds clients and all parties involved in exchange transactions that 1031 CORP. will always be here to guide, inform, and help chart the path to success.
How do you approach creating marketing strategies for such a niche industry?
Creating marketing strategies for such a niche industry like 1031 exchanges requires a deep understanding of our audience's needs and concerns. At 1031 CORP., our approach is rooted in our core value of providing an exceptional exchange experience made easy. We focus on helping investors see the immense value of 1031 exchanges and, more importantly, ensuring they know that 1031 CORP. is their trusted guide throughout the process.
Our messaging and visuals emphasize how we simplify the exchange process, breaking down each step so that clients feel confident and informed every step of the way. By positioning 1031 CORP. as a beacon of clarity and reliability, we aim to remove the complexities and stress often associated with exchanges. This not only helps investors navigate their transactions smoothly but also reinforces our commitment to delivering an unparalleled client experience.
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