What is a Brand? Many refer to a brand as the logo (that includes the brand name), or the basic “look” of the collateral material or website. Many think that luxury real estate brands should have script fonts, gold-metallic embossed lettering, on business cards or presentation folders for example, or use the colors black, gold, burgundy, or dark green. While these elements may be used to help express the essence of a brand they are just superficial aspects of personal and company branding. A brand is not a look!
A luxury real estate marketing brand is the inimitable “soul” of the professional or company expressed via their exceptional manner of interaction with their target market. It is their distinctive way of doing business based on their priority values and their unique personality. The logo, the name and the look must symbolize this entire package and communicate the essence of the brand.
Nordstrom as a brand is known for wonderful customer service. That is what their brand stands for. One of Nordstrom’s signature ways of interacting with a customer is for the salesperson to come out from behind the counter and hand the customer the bag. It is a subtle way of saying, “I am accessible to you and I don’t hide behind the counter.”
A look can be easily imitated. How many auto makers copy the styles of the world’s most expensive cars? What cannot be imitated is the soul of a brand. What are you doing to consistently express the soul of your brand?
Credit for this post goes to Ron and Alexandra Seigel
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