Luxury Real Estate Marketing: How Important is a Logo in Personal or Company Branding?

Services for Real Estate Pros with Napa Consultants


Q: How important is a logo in Personal or Company Branding?

A:  A logo is important as an integral part of your personal/company brand. But, it can be a missed opportunity if it does not convey your extraordinary promise of value.

A great logo is a symbol that encapsulates and succinctly communicates the entire experience of your brand. It conveys what you want your brand to stand for in the minds of your target market and how you are distinct from your competition. 

Think of the ubiquitous Nike “swoosh”.  It has tremendous meaning all rolled into a very simple graphic line that looks like a check mark. If you were to ponder a bit on the swoosh symbol you might summon the Nike slogan to mind, “Just do it!”, and it would have even more meaning to you, especially if you are athletic or enjoy sports.  In Greek mythology, Nike is the goddess of victory.  Knowing this can conjure an even deeper emotional connection with your core values. 

Putting a symbol like a key or an antique door to a home, or an Adirondack chair on a front porch, next to your name because you are a real estate agent can create a logo.  But, it falls short of the potential to communicate who you are in particular and how you are different. 

Sometimes a logo is just one part of the entire brand identity. The Tiffany logo is a very simple font spelling out the company name in Times New Roman, a font that comes standard with all computers.  But, think of the Tiffany blue gift box.  Can you see how much meaning the color and that box has?  The entire brand identity, the logo, color and the images that are associated with the name become the brand identity.

Ralph Lauren’s Polo logo speaks volumes about an affluent lifestyle even for those aspiring to that lifestyle.  Like Nike it can be instantly recognized and it communicates tremendous meaning. 

Ask, yourself another question, “How important is being top-of-mind in your marketplace?”  Then ask yourself, “How important is a logo in personal/company branding?”


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Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.


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Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

This is where the brand outlives the man by creating a recognizable logo for the eons!  More thought from the LOL, excellent post today!

Jan 31, 2011 09:26 AM #1
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

I agree a logo is very important.  Creating instant recognition is something a business should strive for.  I was looking at luggage yesterday and I was very surprised to find a suitcase with no logo or any name or any thing indiciating who made it anywhere on it.  A suitcase is seen by lots of people...nothing on that is just stupid.

Jan 31, 2011 11:15 AM #2
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing


How true that is, especially in the case of Louis Comfort Tiffany.  Many people don't even know there was Tiffany family, the name became so important that families named their daughters Tiffany.  I believe just one family descendent is still involved with the company.  Thanks for sharing your perspective.  A


Jan 31, 2011 11:26 AM #3
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing


I do want to know who made my suitcase.  What I do not want to have is a suitcase laden with logos, although some people love that.  The reason I would want to know is if there is anyone accountable if something happens to that case.  Thanks for sharing your experience with us, we appreciate it.  Have a great week.  A

Jan 31, 2011 11:28 AM #4
Cherise Selley
Selley Group Real Estate, LLC - Colorado Springs, CO
Colorado Springs Realtor

Ron & Alexandra,

Good thought provoking questions.  We are talking this week!  When is good for you... g

Jan 31, 2011 02:02 PM #5
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing


We are here the rest of the day today, and tomorrow and the rest of the week so far as we know.  Looking forward to talking to you.  A

Jan 31, 2011 04:27 PM #6
Steve, Joel & Steve A. Chain
Chain Real Estate Investments & Mortgage, Steve & Joel Chain - Cottonwood, CA


I appreciate your emphasis on the value of a company's logo's.  Sometimes I recognize a company's vehicles by their use of a unique color combination. I so appreciate when I meet someone and they comment on having noticed our signs. Perhaps logos have a way of developing trust even before we meet a client...


Jan 31, 2011 06:32 PM #7
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing


That is a great point on the subject of trust.  You recognize it, and you immediately know who it is.   Thanks for bringing this important obsrvation up.  A

Jan 31, 2011 07:21 PM #8
Jim Frimmer
HomeSmart Realty West - San Diego, CA
Realtor & CDPE, Mission Valley specialist

And if you look at the best and most recognizable logos, you’ll also see that they are quite simple, which means they can be made as small or as large as necessary without losing any detail.

Jan 31, 2011 07:24 PM #9
Lynda White
Bluegrass Homes & Farms Realty, Agent Know How - Louisville, KY
Admin. Mgr., Keller Williams Realty

Have you seen the new NBC logo? They merged with someone, I can't even remember who, because it looks AWFUL. I miss the peacock.

Jan 31, 2011 09:36 PM #10
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Ron and Alexandra Seigel

Luxury Real Estate Branding and Marketing

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