Have you googled your building lately? I would hope so as that is how renters and buyers are finding your property. Having worked in property management for over a decade I certainly understand firsthand the significance of your building's brand and online presence. A large majority of multi-family projects are now spending quite a pretty penny on branding, covering naming of the building to renderings, web design and social media. Much thought is put into tying the project to the neighborhood or history of the project site to ensure the brand will be unique and enticing to renters or buyers. The goal, pre-sales/leasing and perhaps a waiting list for your project.