Monday, September 30, 2013

Luxury Real Estate Personal & Company Branding: The Complete Brand Package Luxury real estate personal and company branding is truly an art. At its finest, the result is something exceptional: a complete brand package that just stands out and stays in your mind long after your first impression of the brand. To get inspired about creating a brand package for yourself or your company Look for evidence of innovation, creativity and brand packaging IQ when new companies in other arenas first launch in your area. Here is an example of a new local brand in the Santa Barbara area that has its branding act together. BRAND NAME: Crazy Good Bread Company has selected a catchy brand name that is hard to forget. That is very important first step. But, if you are going to go out on a limb and describe the quality of your services within your brand name you had better live up to your claim. This company’s breads are indeed, amazingly good! SLOGANS: Catchy slogans reinforce the catchy name: “Share the Love. Then Spread It with Butter” “Bliss Disguised as Bread” DISTINCT PRODUCT LINE Like wines, they refer to their “bread varietals”, here are some: Lavender, Lemon or Walnut Country Loafs Chocolate Black Pepper, Orange Chocolate Fig Masala Rosemary Olive PHYSICAL PACKAGING The company’s packages are consistent with the theme of fun and adventure with bread. See the image above. MAKE GOOD ON YOUR UNIQUE PROMISE OF VALUE: Crazy Good Bread Company also has the best French Baguette and croissant in all of Santa Barbara County. As frequent European travelers, we are very tough customers to please when it comes to these particular items. They truly are crazy good! A very clever feature is offering a sampler, which is three smaller loaves of different varietals baked together. Taken all together, the brand name, the slogans, the distinct product line, the physical packaging, and also making good on their promise of value, Crazy Good Bread Company has the complete brand package. Best of all the fun experience of shopping at the store and the excellent service provided by store manager, Lisa, demonstrates the overall integrity and the passion that the owners obviously have in their new company. It makes you want to spread the love, so you, too, can spread the butter! Do you have the complete brand package in your luxury real estate personal or company branding? Written by Ron & Alexandra Seigel- -WATCH VIDEOS- Buzz-Worthy Luxury Real Estate Websites Personal Branding Case Studies Company Branding Case Studies About Language of Luxury - JOIN THE LOL COMMUNTIY - GET FLUENT. GET AFFLUENT! Linked In, Facebook, Active Rain

Luxury real estate personal and company branding is truly an art.  At its finest, the result is something exceptional: a complete brand package that just stands out and stays in your mind long after your first impression of the brand.

To get inspired about creating a brand package for yourself or your company Look for evidence of innovation, creativity and brand packaging IQ when new companies in other arenas first launch in your area.  Here is an example of a new local brand in the Santa Barbara area that has its branding act together.

BRAND NAME:
Crazy Good Bread Company has selected a catchy brand name that is hard to forget. That is very important first step.  But, if you are going to go out on a limb and describe the quality of your services within your brand name you had better live up to your claim.  This company’s breads are indeed, amazingly good!
SLOGANS:
Catchy slogans reinforce the catchy name:
“Share the Love.  Then Spread It with Butter”
“Bliss Disguised as Bread”
DISTINCT PRODUCT LINE
Like wines, they refer to their “bread varietals”, here are some:
Lavender, Lemon or Walnut Country Loafs
Chocolate Black Pepper, Orange Chocolate
Fig Masala
Rosemary Olive
PHYSICAL PACKAGING
The company’s packages are consistent with the theme of fun and adventure with bread.  See the image above.

MAKE GOOD ON YOUR UNIQUE PROMISE OF VALUE:
Crazy Good Bread Company also has the best French Baguette and croissant in all of Santa Barbara County.  As frequent European travelers, we are very tough customers to please when it comes to these particular items.  They truly are crazy good!  A very clever feature is offering a sampler, which is three smaller loaves of different varietals baked together.

Taken all together, the brand name, the slogans, the distinct product line, the physical packaging, and also making good on their promise of value, Crazy Good Bread Company has the complete brand package.  Best of all the fun experience of shopping at the store and the excellent service provided by store manager, Lisa, demonstrates the overall integrity and the passion that the owners obviously have in their new company.  It makes you want to spread the love, so you, too, can spread the butter!

Do you have the complete brand package in your luxury real estate personal or company branding? 


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Thursday, September 26, 2013

Luxury Real Estate Marketing Tip: Follow Your Passion for Architecture!


 
As a luxury real estate marketing professional, the more you understand about great architecture the more you will be able to relate to buyers and sellers of architecturally significant homes.  If you have a passion for architecture specializing in selling these types of luxury homes could be the perfect niche for you. Follow your passion for architecture!

On our recent trip to the Acropolis in Athens, Greece we had the privilege of visiting one the most spectacular museums in the world:  The Acropolis Museum. It is an architectural masterpiece!

The unique constraints
 and circumstances of the site provide an extraordinary architectural opportunity, “offering a simple and precise museum with the mathematical and conceptual clarity of ancient Greece”, according to Bernard Tschumi, Architect.

An abundance of natural light is a major factor that contributes to the enjoyment of the exhibits, as a visitor.  This is possible due to the fact that the majority of the objects displayed in the museum are sculptures (vs. paintings, photographs or drawings).  Through large high-tech glass windows that protect the structure from over-heating, you also have a magnificent, direct view of the Acropolis itself.
The visitors’ route through the museum forms a clear three-dimensional loop. The base (ground floor) of the museum floats over the existing archaeological excavations on columns that protect and sanctify the site.  The ground floor is primarily made of clear glass allowing over 10,000 visitors per day to view and literally walk over the ruins. From the very top of the museum, through an open atrium, you can actually see all the way down to the excavations.
Perhaps the most amazing aspect of the architectural design is the exterior of the building. Viewing the museum from one angle it appears that there are metal columns that mirror the ancient columns of the Parthenon. But, as you continue to walk around the structure it becomes clear that these are just the rounded edges of massive striated overlapping steel walls.  Absolutely brilliant design!  
Study great architecture at every opportunity.  It will pay off for you in your luxury real estate marketing career. Follow your passion for architecture!

Tuesday, September 24, 2013

Marketing Luxury Real Estate: Capture Attention with Motion Graphics


Capturing the attention of luxury home buyers is often the first step toward success as a luxury real estate marketing professional.  But, how does one accomplish this in a time-starved world, where competition for attention is fierce?   Many luxury brands use motion graphics to lure customers into their stores and on to their web sites. Perhaps, there are some clues here for you or your company. 

On the top luxury retail streets in the world, rent is expensive and space is often scarce. Not all stores have massive window displays. Therefore, maximizing the impact of small store fronts has become an art. Getting customers to climb to a second story in a luxury retail store can also be a challenge.  In the video below see how Louis Vuitton lures customers to the second floor of their Via Condotti store in Rome and also how an emerging luxury brand grabs customers off the street on Via Babuino with a stunning storefront motion graphic display.   If you can't view video, click here.
video


When designing your luxury real estate website think of your site as it will appear on small screens. Mobile devices (including the latest smart watches) will increasingly play an important role as a marketing channel. How can you use motion graphics to capture attention online? If your company occupies a retail location on a highly trafficked street, how can motion graphics help to capture attention for your “store”? 
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Monday, September 23, 2013

Marketing Luxury Real Estate: Luxury Neighborhoods are Like Luxury Brands


In marketing luxury real estate, location can play a big role in pricing a home for sale. The most exclusive luxury neighborhoods stand out in the buyers mind like popular luxury brands. Homes in neighborhoods that come to mind first often command the highest prices. 

Some neighborhoods are more expensive because of intrinsic value such as proximity to amenities or to landmarks. Others are more desirable due to the presence of highly regarded people or simply offer the intangibles of prestige and bragging rights that cannot be duplicated even by homes one street beyond.   

An interesting phenomenon is how a prestigious neighborhood can become its own brand. When individuals or a families relocate to a new city it is not uncommon for them to request showings in the well-known neighborhoods first.  The rules of top-of-mind status thus apply to neighborhoods as well as personal or company branding. 

We noticed that a certain retail street in Rome actually created a logo for the association of stores on the street to stand out in the minds of tourists and locals alike. Via del Babuino is located between the iconic Spanish Steps in Piazza di Spagna and Piazza del Popolo. Tiffany’s, Moschino and Chanel are located here.  In 2004, Via Babuino was named as the "twin" to Madison Avenue (like a sister city).  It may not yet be as famous as Via Condotti, home of the likes of Salvatore Ferragamo and Gucci, Botega Veneta, Louis Vuitton and Hermes.  But, whoever decided to brand Via del Babuinio was definitely on the right track to attract upscale shoppers. 
Babuino "Baboon" Fountain
When you are showing homes to luxury real estate home buyers, pay attention to their need (or lack thereof) to impress others based on the selection of neighborhoods. Brand consciousness definitely applies to neighborhood selection and it will save you time to understand this as a buyer’s representative.  


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Tuesday, September 3, 2013

Luxury Real Estate Marketing Brand Strategy: How to Erase Your Unwanted Online Tracks


Identifying an under served market niche that you can service better than anyone else in your marketplace is a surefire luxury real estate marketing brand strategy that can help you achieve to top-of-mind status, fast. Here is an example of this principle from a company in the UK that addressed a pressing need of web users worldwide.  

Taking charge of your online privacy has become a big challenge because most companies want to keep your personal data on file. But, what if you want to completely erase your account? 
Some companies like Facebook, Skype, Craigslist and Ticketmaster make it difficult to delete accounts that you no longer want to use. Others, like Google’s Picasa, Netflix, Pinterest and Starbucks make it impossible to delete accounts online. 

By far the quickest way to extricate yourself from unwanted online accounts is JustDelete.Me.  This brand new, free service has received massive amounts of international press coverage, almost overnight, because they found a simple way to save you time and aggravation while solving the problem of your online privacy. Essentially, JustDelete.Me is a list of links to the precise page on numerous websites where you can delete your account. 

The topic of online privacy struck a nerve for us and we have been sharing our finding with our Language of Luxury audience all summer. If you have not already read our posts on this topic here is a set of links to the articles. We hope you find them helpful. 



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