Your SlideShare is downloading. ×
Lessons from Today's Great Brands for Real Estate Professionals
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Lessons from Today's Great Brands for Real Estate Professionals

769
views

Published on

Published in: Business, Real Estate

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
769
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
60
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Lessons from Today’s Great Brands Anthony Juliano Women's Council of REALTORS® February 12, 2009
  • 2. Hello!
  • 3. What a brand is NOT
    • It’s not just your logo
    • It’s not just your company name
    • It’s not just your mission/vision/values
    • It’s not just your tagline
    • It’s not just your advertising
    • It’s not something you control
  • 4. So what IS a brand?
  • 5. So what IS a brand?
    • It’s a combination of all these things, and more
    • A brand is the “all the thoughts, feelings, associations, and expectations your prospect or your customer experiences”*
    • Your brand = your reputation*
    • Your brand is a promise*
    • Your brand is a perception
    • * From Your Brand is Your Future: A Client’s Guide , American Association of Advertising Agencies
  • 6. It’s the net impression of all message elements
    • Logo
    • Relationship/one-to-one marketing
    • Tagline
    • Colors
    • Advertising
    • PR
    • Print materials
    • Signage
    • Music
    • Your words and your actions
  • 7.
    • Chances are, you know more about branding than you may realize
    • Why?
    • You’re a consumer. You interact with brands every day .
  • 8. Whose logo is this?
  • 9. Whose logo is this?
  • 10. Whose logo is this?
  • 11.
    • The logo is an opportunity to remind people that the brand exists, and to remind them of the brand promise
    • It’s the most simple manifestation of a brand—and it’s a reminder of how important simplicity is
    • Consumers move fast
      • - Avg. time spent on a new website?
      • About 2 mins.; 4 mins. for a site you return to
      • Broadband – mouse as a remote
    The brand does NOT = the logo, but…
  • 12. Consistency is crucial in today’s communication environment
  • 13. Fragmentation and clutter
  • 14. You see > 3,000 ads every day
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19. And then there are those other “channels”
  • 20. Websites: 60 - 80 million MySpace members: 226 million Blogs: > 50 million
  • 21. Brands we LOVE
  • 22. Why did we fall in love with these brands?
    • They offer products/services consistent with the brand promise
    • They articulate a clear message
    • They are ubiquitous (in a good way)
  • 23. How do they convey their brand promise?
    • Through a consistent delivery of a high-quality experience
    • And through the consistent repetition of the key message elements
  • 24. Differentiation – what’s unique about your business?
  • 25.  
  • 26. “ A charismatic brand is any product, service or organization for which people believe there is no substitute” --Marty Neumeier, The Brand Gap
  • 27. Establishing your brand
    • Get real – research
    • Set goals
    • Educate your staff, when applicable
    • Audit your message
    • Launch
  • 28. Thanks! [email_address] (260) 424.3373