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Episode 5 The power of brand

In this episode of Raising the roof we focus on the importance of branding and getting your messaging right.

Our CEO and host Nick Atkin is joined by Asif Choudry, Sales and Marketing Director at Resource, and Matt Button, Co-Founder of DS.Emotion.

Episode highlights

Commenting on the effect Covid-19 has had on the office sector, Matt says: “I think now as we start to emerge from this situation, the need for agility is still there. I think that the office market is going to have to respond very cleverly to a change in a market where brand experience, environment, activities, engagement, and social engagement is going to be really important for workers who perhaps don’t have that at the end of a phone line or Teams line that they might well have been using for the last two years.”

Sharing his advice on breaking into new sectors, Asif explains: “The art of engagement is the absolute key.” He goes on to say: “In today’s communication and marketing world, the emphasis is on tech. But it doesn’t matter how good the tech is, it doesn’t tell you how to engage, or how to speak, or how to build relationships – they’re just literally tools. In the same way that attending networking events and things like that, what we did before social media.”

When asked who the housing sector should look to be more like in terms of branding, Matt says: “I think the housing sector should look to people who are literally delivering that change and the new ways of doing things and being innovative with the way they’re positioning their brand etc.” He adds: “I think that it doesn’t really matter what sector, having a unique proposition in sometimes an un-unique market is difficult to achieve. But you can achieve it if you can articulate it and then if you can communicate it effectively – I feel that’s a real asset for businesses moving forward.”

On the topic of PR in housing, Asif encourages us to be proactive rather than reactive: “Don’t wait for the Dispatches or Panorama programmes. There’s masses of positive stuff happening in housing. Don’t wait for housing day, don’t wait for the negative media before you start putting the positive messages out. You need to be doing that every day because there’s stuff happening every single day of the week.”

The power of brand

by Yorkshire Housing


This episode is available on all usual podcast platforms. Listen on:

About the host

About the host

Nick Atkin, CEO at Yorkshire Housing

Nick has a track record of leading organisations through transformational change and driving performance improvement, with a focus on maximising the untapped potential from businesses and people.

Born and brought up in Doncaster he joined Yorkshire Housing in 2019. Since this time, he’s delivered transformational change throughout the business to meet the future opportunities and challenges.

About the guests

About the guests

Asif Choudry, Sales and Marketing Director at Resource

Asif has developed the Resource brand within the housing sector over the past 15 years to become one of the leading providers of communications. Resource now works with over 100 housing associations.

He’s also the founder of #CommsHero – an award-winning community celebrating the heroics people working in communications perform every day. He set up the brand in 2014 and it now has an online community of over 12,000 followers.


Matt Button, Co-Founder of DS.Emotion

Matt’s career spans over 30 years and he now specialises in branding, property marketing, and placemaking. He’s worked on place marketing projects across the country in both the commercial and residential sectors. These include the re-branding and re-positioning for Carnaby Street, The Shard, and other large scale, mixed-use regeneration projects. 

His recent achievements include being shortlisted for five client projects in Property Weeks 2021 awards and two winning projects in the 2021 Property Marketing Awards for Best Placemaking Campaign and Best Property Related Website.