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Personal and Company Branding: How Strong is Your Brand Recognition Part 2

By Ron and Alexandra Seigel

Services for Real Estate Pros with Napa Consultants DRE00893924

July 23, 2012 07:44 AM

Photo by Valentino Vicentini

Instant recognition, of your personal or company brand in marketing luxury real estate, is the ultimate goal of banding. The fastest route to achieve this top-of-mind status is by specializing in a particular category or niche within your market place and becoming identified with that category. An example would be the waterfront property expert.

In part 1 of this article series about brand recognition, we demonstrated the speed at which the mind recognizes an iconic brand. What is not as obvious, however, it the speed at which we categorize, or pigeon hole that which we observe in order to give it a context. The ultimate goal of branding is to become top of mind in a category. James Bond’s 007 enjoys top of mind status in a specific category or genre of films-spy thrillers. Can you think of any other lead characters in this film niche? How about Jason Bourne in the Bourne Identity, or Ethan Hunt in Mission Impossible?

Spy thrillers are a sub-category or a niche within the large category of action adventure files. For example there are numerous action adventure heroes such as Batman, Spiderman, Superman, Ironman, X Men and the Incredible Hulk. James Bond is an action hero. But, would James Bond be associated with this same group of characters?

Try another category! When you think of late night talk show hosts, who comes to mind? Did you think of Jay Leno or David Letterman? How about a daytime talk show host? Did Ellen or Oprah come to mind? Notice that Oprah did not come to mind in the late night category.

Our minds think in categories, whether it is products, services, plants, animals or entertainment. That is why it is so important for you as a luxury real estate marketing professional to stand out and become known for some specific niche within the minds of your target market.

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John McCormack, CRS

Albuquerque Homes Realty - Albuquerque, NM

Honesty, Integrity, Results, Experienced. HIRE Me!

Excellent analogy! So very true my friends. We must be the first ones to pop to mind when someone says the word Realtor®.

Jul 23, 2012 07:46 AM

Sharon Lee

Sharon Lee's Virtual Assistance - Jonesborough, TN

Retired and loving life

Alexandra-You are a wise woman. When you and Ron are thought of you are known as the best Luxury real estate agents around.

Jul 23, 2012 07:53 AM

Broker Patty Da Silva Da Silva

Green Realty Properties® - 954-667-7253 - Cooper City, FL

Top Listing Broker

It blows my mind how our minds are just so trained to instantly recognize these brands. Never really stop to think about it.

Jul 23, 2012 08:08 AM

Debb Janes

Nature As Neighbors - Camas, WA

Put My Love of Nature At Work for You

Alexandra, that was fun. And, so true. I find it interesting that Oprah did not come to mind when you mentioned "night" talk show hosts. But, if you just said talk show hosts, she would have been my number one thought. I like it when you make me think.

Jul 23, 2012 08:09 AM

Silvia Dukes PA, Broker Associate, CRS, CIPS, SRES

Tropic Shores Realty - Ich spreche Deutsch! - Spring Hill, FL

Florida Waterfront and Country Club Living

Alexandra, you have explained this concept very well and thought provoking on how to apply it to ones own niche in the real estate business. Thanks!

Jul 23, 2012 10:45 AM

William Johnson

Retired - La Jolla, CA

Retired

Hi Alexandra, This is quite excellent and you had me with thinking about night time talk shows and Oprha did not come to mind. Categories and how we place ourselves into them need to do with more purpose and thoughtfullness. Niche marketing is only as good as the clarity of the specific market.

Jul 23, 2012 11:28 AM

Wanda Kubat-Nerdin - Wanda Can!

Red Rock Real Estate (435) 632-9374 - St. George, UT

St. George Utah Area Residential Sales Agent

Alexandra, A great post that gets right to the point...make yourself memorable or someone else will!

Jul 23, 2012 11:48 AM

Kathy Schowe

California Lifestyle Realty - La Quinta, CA

La Quinta, California 760-333-8886

Great blog Alexandra-- you explain it so simply! Thank you! Kathy

Jul 23, 2012 04:15 PM

Jeff Ragan

Ming Tree, Realtors Real Living - Eureka, CA

Luxury Agent, Northern California

Johnny English is the spy-thriller character that popped into my mind! What does that say about my mind?

Jul 24, 2012 07:33 AM

Toni Weidman

Sailwinds Realty - Trinity, FL

20+ Years Selling Homes in New Port Richey, FL

I love your comparisons, Alexandra. James Bond is one of my favorites. And, you are right, we've all been trained to think in categories.

Jul 24, 2012 09:53 PM

Ron and Alexandra Seigel

Napa Consultants - Carpinteria, CA

Luxury Real Estate Branding, Marketing & Strategy

John,

You are right, you certainly pop in my mind on the subject of the "Q", and I hope you are the first to pop up in your marketplace.

Sharon,

Thank you for the kind words, they are appreciated.

Patty,

It makes life so much easier, that is why we do that. Sometimes when we get disappointed with someone who was on the top of the list, then we become aware of the hassle of switching and researching someone new. Some companies count on that hassle factor.

Debb,

Thanks, we are all in this together, we are all learning from each other. I really appreciate your understanding and your comments.

Silvia,

That is what we do in our practice with our clients. It is a matter of making the obvious more obvious. I don't mean to answer in a riddle, but it is exactly that, and that is why we travel to our clients' marketplace and examine them for that very thing.

William,

Yes, yes, clarity is key, when you are really clear, your message reflects it and you can communicate it better, and those around you are able to do the same...

Wanda,

Well said, exactly...It is awful when someone else makes you memorable in the wrong way...

Kathy,

Thank you, we appreciate your comment.

Jeff,

It merely means that Johnny English made an impression on your mind...(Personally, I don't know anything about that character).

Toni,

And so it goes, we do categorize, otherwise we would go mad with all the choices. A

Jul 25, 2012 02:23 AM

Jeff Ragan

Ming Tree, Realtors Real Living - Eureka, CA

Luxury Agent, Northern California

You guys gotta watch Johnny English! It's the greatest spy thriller spoof of all time! Our family laughs out loud! One-liners from the movie have made it into our family vocabulary!

Jul 25, 2012 03:19 AM

Ron and Alexandra Seigel

Napa Consultants - Carpinteria, CA

Luxury Real Estate Branding, Marketing & Strategy

Jeff,

Ok, I will check it out, we are always up for a laught. A

Jul 25, 2012 03:33 AM