Lessons from Today's Great Brands for Real Estate Professionals


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Lessons from Today's Great Brands for Real Estate Professionals

  1. 1. Lessons from Today’s Great Brands Anthony Juliano Women's Council of REALTORS® February 12, 2009
  2. 2. Hello!
  3. 3. What a brand is NOT <ul><li>It’s not just your logo </li></ul><ul><li>It’s not just your company name </li></ul><ul><li>It’s not just your mission/vision/values </li></ul><ul><li>It’s not just your tagline </li></ul><ul><li>It’s not just your advertising </li></ul><ul><li>It’s not something you control </li></ul>
  4. 4. So what IS a brand?
  5. 5. So what IS a brand? <ul><li>It’s a combination of all these things, and more </li></ul><ul><li>A brand is the “all the thoughts, feelings, associations, and expectations your prospect or your customer experiences”* </li></ul><ul><li>Your brand = your reputation* </li></ul><ul><li>Your brand is a promise* </li></ul><ul><li>Your brand is a perception </li></ul><ul><li>* From Your Brand is Your Future: A Client’s Guide , American Association of Advertising Agencies </li></ul>
  6. 6. It’s the net impression of all message elements <ul><li>Logo </li></ul><ul><li>Relationship/one-to-one marketing </li></ul><ul><li>Tagline </li></ul><ul><li>Colors </li></ul><ul><li>Advertising </li></ul><ul><li>PR </li></ul><ul><li>Print materials </li></ul><ul><li>Signage </li></ul><ul><li>Music </li></ul><ul><li>Your words and your actions </li></ul>
  7. 7. <ul><li>Chances are, you know more about branding than you may realize </li></ul><ul><li>Why? </li></ul><ul><li>You’re a consumer. You interact with brands every day . </li></ul>
  8. 8. Whose logo is this?
  9. 9. Whose logo is this?
  10. 10. Whose logo is this?
  11. 11. <ul><li>The logo is an opportunity to remind people that the brand exists, and to remind them of the brand promise </li></ul><ul><li>It’s the most simple manifestation of a brand—and it’s a reminder of how important simplicity is </li></ul><ul><li>Consumers move fast </li></ul><ul><ul><li>- Avg. time spent on a new website? </li></ul></ul><ul><ul><li>About 2 mins.; 4 mins. for a site you return to </li></ul></ul><ul><ul><li>Broadband – mouse as a remote </li></ul></ul>The brand does NOT = the logo, but…
  12. 12. Consistency is crucial in today’s communication environment
  13. 13. Fragmentation and clutter
  14. 14. You see > 3,000 ads every day
  15. 19. And then there are those other “channels”
  16. 20. Websites: 60 - 80 million MySpace members: 226 million Blogs: > 50 million
  17. 21. Brands we LOVE
  18. 22. Why did we fall in love with these brands? <ul><li>They offer products/services consistent with the brand promise </li></ul><ul><li>They articulate a clear message </li></ul><ul><li>They are ubiquitous (in a good way) </li></ul>
  19. 23. How do they convey their brand promise? <ul><li>Through a consistent delivery of a high-quality experience </li></ul><ul><li>And through the consistent repetition of the key message elements </li></ul>
  20. 24. Differentiation – what’s unique about your business?
  21. 26. “ A charismatic brand is any product, service or organization for which people believe there is no substitute” --Marty Neumeier, The Brand Gap
  22. 27. Establishing your brand <ul><li>Get real – research </li></ul><ul><li>Set goals </li></ul><ul><li>Educate your staff, when applicable </li></ul><ul><li>Audit your message </li></ul><ul><li>Launch </li></ul>
  23. 28. Thanks! [email_address] (260) 424.3373
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