lessons from today's great brands for real estate professionals

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

Fragmentationand

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!anthonyj@asheragency.com

(260) 424.3373