The Language of Luxury: January 2015

Tuesday, January 13, 2015

Brand Surgery Or Brain Surgery: It Is Not As Simple As Buying A Logo

Refreshing your brand is a very important task if you want to maintain your position as a market leader. Staying sharp, relevant and up-to-date technologically is imperative! But, take it from us; get some expert help! Performing your own “brand surgery” is like performing your own brain surgery.

We are just now completing our own brand surgery. It was a grueling experience for many reasons. The process of further distilling your own extraordinary promise of value to its bare essence and then communicating it with even fewer words and images is a daunting task.

This challenge is exacerbated by the new constraints of contemporary website design that has to work not only on desktop computers but also on all mobile devices (both in landscape orientation and portrait). We are excited about the results. And, we will share the new Napa Consultants, Int’l website with our readers by the end of the month.

Refreshing your brand is not like shopping for a logo. Sure, you can update your look. But, a look is not necessarily a brand. Your brand needs to empower your entire current and future referral base to spread the good word about you. It needs to be remarkable to spark word-of-mouth advertising.

Your website needs to become your silent salesperson. It needs to be a polished presentation that communicates who you are and how you are different from your competition with an economy of words.

Do not attempt brand surgery on your own. It is hit or miss at best. It took us six months to figure out our own rebranding. Think of how many homes you could sell in six months. It is not as simple as buying a logo, get some expert help!

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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Monday, January 5, 2015

Luxury Real Estate Marketing: Buzz and Ants!

Word-of-mouth is, by far, your best form of advertising. But, very few luxury real estate marketing professionals seize the opportunity to spark word-of-mouth advertising (buzz) ON PURPOSE.

If you want to accelerate the pace at which you achieve top-of-mind status in your marketplace, or within your niche, the art of deliberately triggering buzz should definitely become part of your skillset. If you can leverage social media channels such as You Tube or Twitter you could score a grand slam in publicity!

During the Holidays Disney released a trailer for its upcoming feature film, Ant-Man. The screen size was tiny, so you could not actually view the trailer. But, it said that the “human” size trailer could be viewed if you watch Agent Carter, the new ABC TV series starting on January 6th. The clever trailer went “viral” with over 2 millions views on You Tube. Both Ant-Man and Agent Carter are based on Marvel characters, a company owned by Disney. Ant-Man premieres in July.

To capitalize on the buzz, Disney released a teaser of the full-length human sized trailer. Huffington Post for one wrote an article on this and featured the teaser.

How can you leverage buzz to spark word-of-mouth advertising for your luxury real estate marketing practice, on purpose?