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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