Brand Types Explained

Brand Types Explained

Open Creative supports five brand types to accommodate different organizational structures.

1. Franchisor (Brand)

What It Is: The top-level organization brand. This is the parent company, franchisor, or main brand that others operate under.

Examples:

• RE/MAX International
• Keller Williams Realty
• Century 21

Use When:

• You are a franchisor
• Creating a master brand
• No parent brand above you

Features:

• No parent selection required
• Can have child brokerages
• Sets master guidelines

2. Brokerage (Franchisee)

What It Is: A regional or local franchisee that operates under a main brand.

Examples:

• RE/MAX of Texas
• Keller Williams Austin Metro

Use When:

• You are a franchisee
• Operating under a franchisor
• Managing regional operations

Features:

• Must select parent Brand
• Can have child Offices
• Regional customization

3. Office (Franchise Location)

What It Is: A specific physical location or branch within a brokerage.

Examples:

• RE/MAX Dallas Downtown
• Keller Williams Lake Travis Office

Use When:

• You manage a specific office
• Individual location branding
• Branch-level identity

Features:

• Must select parent Brokerage
• Can have child Teams
• Location-specific branding

4. Team

What It Is: A group or department within an office.

Examples:

• The Luxury Home Team
• Commercial Division
• New Construction Specialists

Use When:

• You lead a team
• Group within an office
• Specialized department

Features:

• Must select parent Office
• Can have child User Brands
• Team-specific identity

5. User Brand (Agent)

What It Is: An individual professional's personal brand within the organization.

Examples:

• Jane Smith, Realtor
• John Doe Real Estate
• Personal agent branding

Use When:

• You are an individual agent
• Personal branding within team
• Agent-level identity

Features:

• Must select parent Team
• Personal brand assets
• Individual marketing

Choosing Your Type

### Hierarchy Benefits

Inheritance:

• Lower levels can inherit from above
• Consistent branding down the chain
• Customization at each level

Organization:

• Clear structure
• Easy navigation
• Proper permissions

Flexibility:

• Mix and match as needed
• Multiple brands per level
• Complex structures supported