Telling The Story of Your Development Through a Well-Crafted Vision with Ashley Stiles–Ep. 39 - a podcast by Matthew Loos, P.E.

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About the GuestAnother great episode is coming your way. I am thrilled to share this next conversation with all of you. Ashley is the CEO of Tribe Development located in Colorado. The foundation of her career was built in the design world as a landscape architect, with a focus on luxury resort projects. It is there that she learned from the best, about the importance of delivering positive and memorable customer experiences-to stand out from the competition and drive loyalty. For over a decade now, she has been focused on exceeding customers’ expectations in commercial development, in what we now refer to as experiential development.
Tribe Development is a comprehensive real estate consulting and development firm born out of the desire to develop better spaces and experiences for everyone. Tribe’s goal is to expand the lens of development beyond a singular experience, and approach projects more holistically. They believe that by telling the stories of the community through well-crafted vision, and promotion of strong brands the outcome will be greater engagement and the creation of project ambassadors, netting greater financial outcomes as well as increased opportunities around recruitment and retention.In this episode, we are going to discuss how they begin the initial design process at Tribe Development, the importance of branding your developments, as well as common roadblocks that people face when starting out in development. There is loads of great information in this episode and I greatly appreciated Ashley for taking the time out of her busy schedule to discuss this topic of branding in real estate development.As always, if you have enjoyed the show, please subscribe to the show and share with your friends. There will be more exciting conversations on the shows to come.
Main Take-Away’s From This ShowThis episode was up there with one of my favorites to record. Ashley is very open and candid when discussing her not-traditional experience jumping into real estate development as well as her observations of the industry as a whole. There were several great talking points that Ashley shared throughout the discussion, so it is hard to just pick three for my main take-away’s this week. The following main topics of the show come from a deep understanding in the real estate development process that Ashley possesses.

When branding a project or development, it’s extremely important to bring in all of the stakeholders involved in the project to really prepare a “vision” for the project.Once a brand is developed for a project, you can weigh all of your decisions against that brand or vision. This makes decisions much easier.
Branding is more than a logo.As always, I will dig into each of these “take-away’s” every week on the blog. So, without further a due, here we go!When branding a project or development, it’s extremely important to bring in all of the stakeholders involved in the project to really prepare a “vision” for the project.
            The process of building the vision for Ashley’s various projects was fascinating. While the initial design charrette only lasted one day, the process of building the brand was carefully crafted over three months. The process begins by determining how this potential project will be reflected by the end-user. Then from there, they build an avatar of the project. If this project was a person, how would it act, feel, say, drive, etc… Once these initial ideas are flushed out, the branding team then goes to work on trying to bring the brand to life while constantly receiving feedback from the shareholders. It’s absolutely crucial to have the shareholders involved in this p...

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