Lessons from Today's Great Brands for Real Estate Professionals
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Lessons from Today's Great Brands for Real Estate Professionals






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Lessons from Today's Great Brands for Real Estate Professionals Lessons from Today's Great Brands for Real Estate Professionals Presentation Transcript

  • Lessons from Today’s Great Brands Anthony Juliano Women's Council of REALTORS® February 12, 2009
  • Hello!
  • 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
  • So what IS a brand?
  • 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
  • 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
    • Chances are, you know more about branding than you may realize
    • Why?
    • You’re a consumer. You interact with brands every day .
  • Whose logo is this?
  • Whose logo is this?
  • Whose logo is this?
    • 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…
  • Consistency is crucial in today’s communication environment
  • Fragmentation and clutter
  • You see > 3,000 ads every day
  • And then there are those other “channels”
  • Websites: 60 - 80 million MySpace members: 226 million Blogs: > 50 million
  • Brands we LOVE
  • 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)
  • 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
  • Differentiation – what’s unique about your business?
  • “ A charismatic brand is any product, service or organization for which people believe there is no substitute” --Marty Neumeier, The Brand Gap
  • Establishing your brand
    • Get real – research
    • Set goals
    • Educate your staff, when applicable
    • Audit your message
    • Launch
  • Thanks! [email_address] (260) 424.3373