Brand Position, Continued
A common concern expressed by our luxury
real estate personal and company branding clients is coming across as
too pretentious with their new brand identity. Some have trepidation
about alienating prior clients whose homes may not be in the top tier of
the price range in their marketplace. Others just do not want to be
perceived as “snooty”.
One of the reasons we selected the cheese makers, Cowgirl Creamery,
as the focal point of this article series is because they exemplify a
luxury brand that is down to earth. Their brand is definitely
sophisticated, but by no means pretentious.
In Part 1
we discussed how, unlike Kraft cheeses that are mass produced for a
global market, Cowgirl Creamery is a local (Northern, CA) artisan and
they use only organic milk. These two companies have entirely different
target markets. Local, artisan and organic represent, in a nutshell,
their brand position that they actively communicate to a sophisticated
and discerning target market.
One of our favorite dining experiences
was in a restaurant in the town of Parma, Italy. As soon as we were
seated at the table, huge chunks of delicious, locally produced, aged
Parmesan cheese was served along with freshly baked hot crusty Italian
bread, compliments of the house.
Once you have an experience like this it
is next to impossible to even consider sprinkling pre-grated, non-aged
Parmesan cheese from a green cardboard container, on your pasta. Yet,
there is a huge target market that is delighted with the convenience of
Kraft’s boxed Parmesan cheese.
Your brand position is that part of your
luxury brand identity and promise of value that you must actively
communicate to your target market in such a way that it establishes a
distinct advantage over your competition. In the case of Cowgirl
Creamery they are not actually competing with Kraft. They compete with
other cheese artisans.
In marketing luxury real estate, when
your competition is also sophisticated you may need to refine your brand
position even further. There are many levels of sophistication, a full
range within a spectrum from completely unpretentious to highly
sophisticated. That is what we will cover in Part 3 of this article
series. You may be surprised to discover that what some may consider
“snootiness”, in some cases, can work very much to your advantage.
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