Wednesday, April 22, 2009

Personal Branding for Real Estate Agents: Using the Right Slogan to Distinguish You from the Competition

Fauchon fashion eclairs,note Mona Lisa eclair above!

As a luxury real estate marketing professional one very important way to distinguish you from the competition is with a great slogan. Here is an example of a luxury food brand that gave itself a facelift and a terrific slogan that turned the company around.

Fauchon is a luxury food shop whose flagship store in Paris was founded in 1886 by Auguste Fauchon. In 2003, faced with severe competition and debt from rapid expansion, Fauchon hired a new CEO, Isabelle Capron, who had an extensive background in public relations and marketing. Ms. Capron embarked on a two-prong strategy: focus on the traditional strengths of the brand, and innovate by finding a new way to position the brand in the minds of luxury consumers.

Capron’s Strategy:

1. Maintain tradition by continuing their famous annual ├ęclair exhibit that honors the celebrated fashion shows in Paris

2. Redesign the stores to look like an haute couture boutique, rather than a food emporium. Go international-export the essence of Paris (high fashion and culinary extravagance). Create an avant garde slogan: “Paris On Your Lips!” reverberates the affluent French lifestyle to its core.

Fauchon now places ads in fashion magazines and on billboards above their stores that are eye catching, ads that are very edgy. For example, one ad shows a table setting with a silver face, hot pink lips with a fork and knife on each side of the lips. The Fauchon website features the Eiffel Tower with lips for the base of the tower. The subtle reference to haute couture as the undisputed arbiter of taste and relevance distinguishes Fauchon as the experts in the luxury food arena throughout the world.

By 2007, Fauchon opened the largest retail store in Beijing. Voila! The public perception of Fauchon took an about face; the turn-around was complete! And, people, like us, are buzzing about “Paris on Your Lips”, one of the best slogans we have ever heard. Why? Because, with this slogan they have staked claim to Paris itself—Faucon “owns” Paris, its place of origin.

How can you stake claim of your marketplace and distinguish yourself from your competition with the right slogan?

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