New Rent Smart Wales Branding Guide 2024

The Welsh Government has introduced updated branding guidelines for Rent Smart Wales, an important update that affects how landlords and agents can utilise the brand in their promotional activities. Compliance with these guidelines is not just recommended; it is mandatory to maintain the licensing system's integrity and avoid potential sanctions. Here’s what you need to know about the changes and how to align your marketing efforts accordingly.

Overview of Changes to Brand Usage

Previously, landlords and agents could use the Rent Smart Wales logo on their websites and publications to signify their licensed status. This practice helped affirm their legitimacy and compliance with Welsh housing regulations. However, under the new guidelines, this is no longer permitted. The updated policy restricts the use of the Rent Smart Wales logo itself, indicating a shift towards a more controlled and specific usage of the brand’s assets.

What is Allowed Under the New Guidelines?

The new guidelines specify that licensees may use the "Rent Smart Wales licensed landlord logo" or "licensed agent logo" depending on their certification—landlord or agent. These logos are to be used exclusively to market oneself in the capacity of a licensed landlord or agent. Notably, these logos differ from the general Rent Smart Wales logo, which is now restricted.

How to Access the New Marketing Assets

Specific marketing assets have been developed to aid in compliance and ensure proper brand usage. These assets are tailored to reflect your status or purpose with Rent Smart Wales. You can view these new assets on page 11 of the updated brand guidelines. Licensees are encouraged to contact Rent Smart Wales directly for high-definition copies of the appropriate logos. This ensures that all promotional materials meet the new standards in terms of both quality and compliance.

Steps for Compliance

Review Current Materials: Examine all your marketing materials, including websites, digital publications, and printed resources, to ensure that the Rent Smart Wales logo is not misused.

Update Branding: Replace any old logos with the new, approved versions from the brand guidelines. Ensure that the specific logo representing your license type is correctly displayed.

Contact Rent Smart Wales: If you’re unsure about the correct usage or need access to the new logos, contact Rent Smart Wales. This proactive step can prevent inadvertent non-compliance.

Deadline for Compliance: All changes must be implemented by 31st May 2024. Marking this date and planning will ensure you meet the requirements without last-minute hassles.

Conclusion

The updated Rent Smart Wales brand guidelines are more than just a procedural change; they reflect a commitment to maintaining the professional standards and integrity of the housing sector in Wales. By adhering to these new rules, licensed landlords and agents demonstrate their respect for the regulatory framework and their role within it.

Visit the Rent Smart Wales Resources Page for a full overview of the new guidelines and to ensure you have the most current information.

As the deadline approaches, we encourage all stakeholders to review their marketing materials, make the necessary adjustments to stay compliant, and continue promoting their services effectively and legally under the Rent Smart Wales framework.