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