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When Is It Time to Update Your Brand?

APPLE'S ORIGINAL BRAND 1976
 
There are objective markers that indicate when it is time to update or refresh your luxury real estate brand. It is better to refine your brand so that it reflects the evolution of your business rather than reacting to external market conditions.
 
One of the objective markers is when you embark upon an entirely new strategy or take on when a new niche becomes the focus of your company or professional practice. Three of the companies we are working with are changing their business models. Their existing brands no longer communicate the new direction and focus of the company.
 
Another marker that indicates that you should refresh your brand is when it no longer stands out, because the copycats have moved in and blurred what makes your brand distinct. While working with a company back East, we noticed an international franchise brand had changed their company colors to copy the market leader.
 
If you are a market leading company, and a new brand moves into town and starts recruiting your agents and your clients, take that as an objective marker that you should at least consider refreshing your brand. It is easy to become complacent when no one is challenging your ... more

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