Lessons from Today's Great Brands for Real Estate Professionals

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  • 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