The art of branding has many characteristics. One of these is Provenance (the origin or source of something). Kanaloa, our fish store has added something new to its fresh fish board. As the picture above illustrates you can see that the black cod was caught on the Casanova Anne vessel, and the Bling Cod was caught on the Caledonian.
When we inquired why they are doing that, our friend Nate, mentioned that every fish they sell has a direct provenance. At any time they can tell you exactly when that fish was caught and where it came from. They can also tell you what is coming in that has been purchased.
In the wee hours of the morning Kanaloa trucks are at LAX, picking up fish shipped by each vessel. Unlike other fish purveyors who deal with a broker, they have direct access to the freshest fish, which is why we shop there.
As a luxury real estate agent, you can claim provenance if you are born and bred in your marketplace. It can distinguish you from the others, in that because of your birthright you may have more knowledge than any other agent in the marketplace.
This may or may not be a good way to differentiate yourself, it all depends on the marketplace. This also applies to real estate in general.
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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