What works in creating a brand in your
real estate market place is focusing on your audience. Choosing colors
follows the same logic. So when you are thinking of branding
yourself, think twice and don’t necessarily default to your tastes.
Take a moment to analyze why you are creating your brand and the
audience you are appealing to. In other words don’t sing opera to a
rock and roll audience!
Recently, when we working with a client
in the wine country, we identified her color preferences, and it was
clear that they would not necessarily be a fit for the marketplace. So
we started to walk around and focused on at the environment and the
colors of nature that surrounded us.
We noted the colors she loved in the
environment that represented her her market niche in the wine county.
We took our inspiration from the golden hills, the tawny color of the
light, the dark green and brown of the oaks growing on them and the
reddish umber colors of the soil. These colors became part of the
brand’s identity, as represented in the color swatch above.
By using a mix of the colors of the
environment for her brand identity, she is singing on key, the right
song for her marketplace. Her brand is her silent salesperson. It
tells her story: who she is, where she is, and makes it easy for her
clients to refer her. We will be sharing her brand identity and web
site which is presently under construction.
Remember your marketplace is the
economic driver! Don't default to your tastes or someone else's ideas.
It is more important to create a brand that will work rather than one
you like. Don’t sing opera to a rock and roll audience! And if you are
an opera singer, find your marketplace, and your audience!
Written by Ron & Alexandra Seigel-
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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