The Tappers and Listeners Study: What It Means for Homebuilders’ Brand Identity
Defining Visual Identity
I have a confession: Great content and branding is a process, not a product.
In 1990, Elizabeth Newton conducted a series of experiments as part of her dissertation at Stanford University. It’s now famously referred to as the “Tappers and Listeners” experiment. It uncovered a fascinating dynamic about communication. Participants were divided into two groups: “tappers,” who were asked to tap out the rhythm of a well-known song, and “listeners,” who had to guess the song based on the taps.
Tappers were confident that listeners would identify the song correctly 50% of the time, but in reality, listeners succeeded only 3% of the time. Why the disconnect?
The tappers had the melody playing clearly in their minds, but the listeners only heard disjointed tapping. This misalignment between intention and reception is what business consultants say is “the curse of knowledge.” What’s obvious to you may not be to your audience.
So, what does this have to do with identity for homebuilders?
The Disconnect in Homebuilding Brands
Many homebuilders today face a challenge eerily similar to the Tappers vs Listeners study. Internally, they see their brand as innovative, elevated, modern, professional, etc. They may feel they have a clear idea of who they are, what they value, and the kind of homes they create. However, what they believe they’re “tapping” through their touch points often doesn’t align with what their audience “listens” to or perceives.
The result? Confusion among potential buyers and partners, as well as a missed opportunity to build trust and recognition.
The Building Blocks of Visual Identity
Your brand's visual system compresses complex ideas and values into visual shorthand. I’ll do my best to provide a few definitions and stepping stones for a process that is often misunderstood:
- Color palette: Do your colors evoke the feelings you want buyers to associate with your homes? For instance, muted earth tones might signal warmth and stability, while bold, modern hues might suggest innovation.
- Logo: Keep in mind that logos cannot contain nor convey everything in the world. A logo is not your brand’s most important asset; its purpose is to be a beacon and identifier. It’s simply a vessel of your brand. However, there are some basics that must be present and functioning properly. Is your logo simple, memorable, and aligned with your brand persona? Has it been updated in the last ten years? A brand is a living, breathing thing. A logo only derives meaning from the thing it represents. Is your brand working for you or against you?
- Photography style: Does your imagery resonate with your target audience? Does the coloration of your photo evoke emotion? Is there lifestyle photography that resonates with your target demographic? Product photography is a great starting point; there's an opportunity to lean deeper.
- Overall consistency: Are these elements applied cohesively across every touchpoint—from signage and brochures to social media and model homes? It’s not uncommon for your brand execution to be misaligned with your brand voice. Sometimes it’s been held together by duct tape and glue, decisions have been reactive - sacrificing long-term goals to prioritize short-term thinking. Maybe your website is a newer, more accurate representation of who you are, but relics of a brand past still live at your sales office.
| A side note: This concept expands beyond your visual identity and collateral. It trickles down into your environment, job sites, sales offices, dress codes, MLS messaging, QMI photography, website content, and more. Every touchpoint is an opportunity to build or erode your brand. You, the marketer, are the protector and advocate of your brand; your goal is to create a positive association. |
Read this before moving on:
Having a fractured or disjointed brand is common, but that doesn’t mean it’s right. But I’ll give some words of encouragement: you’ve got to be serious about getting this job done well. Don’t bother with it unless you’re willing to fully commit. We’ve spent years churning and burning, piecemeal request to piecemeal request, and quite honestly, as a marketer who’s worn many hats, we’re just trying to survive. Throughout time and without a commitment to your brand, the result will feel scattered rather than strategic. Remember: brand recognition is obtained through consistency.
Becoming the Listener
To overcome this challenge, you, the builder, must shift your perspective. Instead of thinking like the “tappers” who assume your message is clear, you must start thinking like the “listeners.”
- Know your Audience: I assume this is an easy box to check, but you can’t move forward until you know this answer. Who are you trying to reach? Your tapping won’t be heard until you know who should be listening—that includes visually, verbally, and at any other touchpoint. Otherwise, you’ll get ignored. And I hate to say it, but “building awareness” is a copout; that’s not your purpose.
- Audits: Examine all your touchpoints. I call it a 10,000-foot view. Do they reflect your defined brand persona? Or are they sending mixed signals? What's working, and what has an opportunity for improvement? My advice is rarely to throw everything away and start fresh. Something is working. Look for opportunities for improvement.
- Gain Internal Alignment: Gaining alignment is not only elusive, but it can be downright impossible. Everyone from leadership to marketing should agree on what the brand stands for. Once that’s defined, the moodboard creation (more on this later) and visuals follow suit. Ask the run-of-the-mill questions, and ask the fun ones. A builder once told us they felt aligned with Amazon, Disney, Will Guidara, and Chip and Joanna Gaines. You must find the common thread amongst the madness. There’s beauty in there, but you have to find it.
- Work with Professionals: Can an agency build your brand? No. It’s simply a negotiation and translation of inputs. However, a professional designer or agency can help translate your brand persona into something beautiful. Can it be done in-house? Absolutely. DM me, and I’ll connect you with some teams that have done it well and managed it by themselves.
- Simplify, then Amplify: Reframe these sets of rules and guidelines. These limitations are opportunities to amplify your brand. You have to set the foundation on which to build your “house” and go hard in your yard. The rest comes easy.
- No matter what, be optimistic and positive. Michael Bierut masterfully wrote this step in his book, “Now You See It.” It’s relevant here as well. The most memorable brands and their content are fun, exciting, and inspiring - not boring. Never ever be boring.
The Takeaway
This process is necessary for those willing to fully and truly commit to being the protectors of their brand. If you look around and see that your items are disjointed and fractured, it’s a thorn in your side. To make a change for the better and perform an audit, well, that process can sometimes be a pain in the ass. Until further notice, be careful of where you decide to sit.
