In Part 3 of this Luxury Real Estate Personal & Company Branding article series we discussed how Cowgirl Creamery, the Northern California (Sonoma County) producers of artisan organic cheeses, does not actually compete against global, mass-produced cheese brands, like Kraft’s Velveeta or Cheese Whiz. Their ideal customer is a sophisticated consumer with a discerning palate. We further clarified that the Cowgirl Creamery brand is sophisticated yet down to earth which resonates with the values of their ideal customers.
Many luxury real estate marketing professionals attempt to claim a similar brand position as they wrestle with their competition for the same target market. So, we posed this question:
“How can YOUR marketing message stand out in a sea of very similar communications from your competition who also claim they stand for the same thing?”
The answer is, get out of that wrestling match, all together! Find an uncontested or underserved lucrative market NICHE that you can serve better than anyone else and do so with passion. Here is a great example of another successful producer of artisan cheeses from the same county as Cowgirl Creamery.
Goat cheese, or chèvre as it is called in France, has grown considerably in popularity in the United States. Laura Chenel is the recognized “pioneer” of American goat cheese production. From its humble beginnings in late 1970’s, Laura Chenel’s Chèvre has been acknowledged as America’s first name in chèvre.
The company’ state-of-the-art GOAT MILK ONLY creamery is located in Sonoma County’s famous Carneros region bordering Napa Valley. In 2006 Laura sold the company to the Rians Group, a French family of artisan cheese producers with a commitment to the same level of quality, tradition and artisan technique that Laura herself held.
Both Cowgirl Creamery and Laura Chenel’s Chèvre appeal to sophisticated consumers. Yet, like with Kraft cheeses, they are not really in direct competition with each other.
However, in relationship to OTHER GOAT CHEESE MAKERS, the harmonious blending of French technique and Sonoma terroir (geographic, geologic and climatic conditions), place Laura Chenel’s Chèvre more in the “highly sophisticated” end of the sophisticated spectrum for its brand position (see Part 3). Being the “first mover” in a new brand category further strengthens the authoritativeness of this brand position.
Your brand position is that part of your luxury brand identity and promise of value that you must actively communicate to your target market in such a way that it establishes a distinct advantage over your competition.
We hope you have enjoyed this article series on brand positioning and have understood the importance of articulating your own brand position. If you would like our assistance in clarifying and communicating your brand position in relationship to your competition, we would be delighted to be of assistance. That is our expertise.
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