The rebranding of IREM was not undertaken lightly, nor quickly. A “brand”
is not just about logos, fonts, colors or ta-glines.;Sure,;those;are;all;major;parts;of;a
brand. But over time, those pieces all become associated with a level of credibility, quality and satisfaction in customers’
minds—until the brand represents cer-tain;benefits,;beliefs;and;values.;A;brand
is about how people “feel” and “perceive”
a product or a company. And we want
people to have an emotional connection
to IREM that resonates and keeps them
We knew this project was not one we
could do on our own, so under the lead-
ership of 2017 IREM President Michael
Lanning, CPM, we engaged a profes-
One of our main goals is to continue to attract new
talent to our industry, so that they—and we—can
continue to grow in ways we’ve never imagined.
an appealing value proposition, in a way that would help grow the businesses of our
members and position IREM as the greatest champion of the real estate management
past materials and conducted extensive research with key stakeholders and members, including one-on-one interviews and an all-member survey. All of this research, combined with their experience and expertise, resulted in the development
of our new logo, tagline and focus.
We are respecting our past and honoring the last 85 years of IREM, but we are
facing forward and moving up. Who is IREM today? We’re a vibrant, energetic and
global organization that stands out from the competition. Our members manage every
major asset class, and they do it in every corner of the world. And, just as important,
ethical management remains our cornerstone.
We know that property and real estate management is a lucrative career choice for
college students and young professionals. We see the potential they have and how they
can continue to elevate our industry. One of our main goals is to continue to attract
new talent to our industry, so that they—and we—can continue to grow in ways we’ve
We are here to serve our members, because we know the limitless impact they have
on value and on the places where people live, work and shop. Our goal is to provide
our members with the tools they need to succeed, through every stage of their careers.
Our credentials, our courses and our resources all exist with one goal in mind; to make
the rebranding initiative, puts it, “Rebranding, when properly executed, is much more
than;a;flashy;logo;or;a;catchy;name.;It;is;a;serious;response;to;changing;market;dy-namics. There is no company or organization within the commercial real estate space
that is not faced with the challenges of those shifting dynamics. The key to their on-going;success;lies;in;their;response.;Multifamily,;office;and;retail;properties;are;being
rebranded, in large part to remain competitive in a rapidly shifting marketplace popu-lated;increasingly;by;a;clientele;with;a;new;suite;of;needs.;And;IREM;is;no;different.”
We are excited to usher in the next 85 years—and beyond—for IREM. We believe
that our history starts today.
IREM: FOR THOSE WHO MANAGE TO MAKE A DIFFERENCE.