What is a Brand? Many refer to a brand
as the logo (that includes the brand name), or the basic “look” of the
collateral material or website. Many think that luxury real estate
brands should have script fonts, gold-metallic embossed lettering, on
business cards or presentation folders for example, or use the colors
black, gold, burgundy, or dark green. While these elements may be used
to help express the essence of a brand they are just superficial aspects
of personal and company branding. A brand is not a look!
A luxury real estate marketing brand is
the inimitable “soul” of the professional or company expressed via their
exceptional manner of interaction with their target market. It is
their distinctive way of doing business based on their priority values
and their unique personality. The logo, the name and the look must
symbolize this entire package and communicate the essence of the brand.
Nordstrom as a brand is known for
wonderful customer service. That is what their brand stands for. One of
Nordstrom’s signature ways of interacting with a customer is for the
salesperson to come out from behind the counter and hand the customer
the bag. It is a subtle way of saying, “I am accessible to you and I
don’t hide behind the counter.”
Recently, we tested the latest and greatest ski equipment at Jan’s Mountain Outfitters in Deer Valley, Utah,
where we have shopped for skis since Deer Valley opened. While in the
store a couple seated next to us was raving about how the boot fitter
spent quite a bit of time, adjusting each part, and insuring that their
boots fit perfectly. It was a pleasure to hear that Jan’s remarkable
service has been consistent throughout the years.
The staff at Jan’s really takes the time
to understand how you ski, where you ski, and your level of expertise.
They are experts. They are passionate about skiing and they are
thrilled to have you experience the very best! It is their way of doing
business. It is their brand. Their consistency in expressing the soul
of their brand is part of the soul of their brand.
A look can be easily imitated. How many
auto makers copy the styles of the world’s most expensive cars? What
cannot be imitated is the soul of a brand. What are you doing to
consistently express the soul of your brand?
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