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Using Technology to Define Your Brand

It used to be that a company’s brand was defined by its colors, a logo and perhaps a catchy tagline. As the definition of a brand has evolved, it now represents company values, contains a mission statement and, perhaps most notably, conveys an expected level of customer service.

Much of that has been spurred by technology, which has prodded the rental housing industry to reassess the way brands are defined. The way an organization embraces technology now largely reflects its brand, which now defines whether the company is considered innovative, customer-focused and known to make life easier for its residents.