Some of the most successful examples of
luxury real estate personal or company branding are those brands that
strike an emotional chord with ideal clients. One of the best ways to
engage prospective buyers and sellers is through repetitive sensory
impressions that make you stand out from your competition.
Most people associate branding with a visual symbol like the Nike “swoosh” or the silhouette of a rabbit (Playboy) or the LV
monogram (Louis Vuitton). Some products have a distinct smell that
creates and positive olfactory memories. With enough repetitive sensory
impressions consumers can often identify a brand from a great distance,
by sight (without words), or with just one whiff.
Auditory branding is another way to
create an indelible impression of your brand. Joel Beckerman has
actually won awards for “sonic branding” and has a roster of Fortune 500
clients who believe in this brand strategy. You may have heard his
“whoooosh” when you have sent email on an iMac or any other email
enabled Apple product. If you heard that “auditory logo” while watching
a TV show in which the character was sending an email, you would
instantly know that the computing device (even if it were not visible on
screen) was an Apple computer or device.
Engaging the senses in your branding
creates an emotional connection with your target market that can give
you a significant competitive advantage. But, it must communicate your
unique brand personality and also be consistent throughout your
communication channels.
For one of our lender clients, who
brokered jumbo loans for luxury real estate, we created a motion website
graphic of his logo zooming down a road and coming to a screeching halt
in the foreground, with full sound effects. He was obviously into cars. This resonated perfectly with his ideal clients who could appreciate it.(See Case Study)
What are some ways that you can
incorporate sights smells and sounds into your own branding in order to
create a strong, positive emotional brand for yourself or your company?
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