Branding Moments: Maintaining Consistency With The Brand Identity!

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Services for Real Estate Pros with Napa Consultants

We admire brands that maintain their brand identity consistently, when it comes to their packaging with elegance and simplicity.  They are not swayed by trends or fashion demands.  By staying the course the brand emphasizes their certainly in their identity: who they are and what they stand for.  A perfect example of this is Jo Malone.

Jo Malone is a British perfume company, (now owned by Estee Lauder) known for its fragrances, luxury candles, bath products and room scents. The brand continues to maintain their high quality signature packaging in cream and black edging and the reverse version as illustrated in the first photo.

 

Maintaining a consistent brand identity inspires confidence, and instant recognition.  It also says, we are here to stay!

 

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Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 01/30/2017 01:00 AM
Topic:
Real Estate Sales and Marketing
Tags:
luxury real estae personal and company branding

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Rainmaker
2,686,781
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Good morning, Alexandra and Ron -- thank you for the introduction to Jo Malone.  Obviously the management of Estee Lauder also saw what you have shared with us.  Simple and Sophisticated.  Consistent.  

Jan 11, 2017 07:38 AM #1
Rainmaker
188,747
Lynnea Miller
Bend Premier Real Estate - Bend, OR
Premier Real Estate Service in Central Oregon

Everyone knows the Tiffany box and color. And the Nike logo. Developing your own professional brand is a great way to make you stand out from the crowd.

Jan 11, 2017 07:52 AM #2
Ambassador
2,958,178
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Happy Wednesday Ron and Alexandra- It says something for the brand when we can say "I recognize that!"  I'm familiar with Jo Malone and as Lynnea Miller mentioned...who doesn't recognize that famous Tiffany blue and white ribbon!!!  

Jan 11, 2017 08:01 AM #3
Ambassador
2,473,916
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - So can I use the brand consistency argument for justifying our refusing to update our logo photos?

Jan 11, 2017 11:40 AM #4
Rainmaker
542,311
Nick & Trudy Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtors, Philly Main Line

There is a fine line between maintaining a brand consistency and looking outdated. That brand needs to be very classic, like a blue blazer, it never goes out of style, so you need to get the brand right from the start.

Jan 11, 2017 11:57 AM #5
Rainmaker
3,095,097
Dorie Dillard
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good afternoon Ron and Alexandra Seigel ,

You are so right..consistency with brand branding does inspire instant recognition. Tiffany's is certainly one that registers with everyone. Who doesn't like to open their packages? Its always a promise of something unique and special. They are not going anywhere..they are time honored. Kendra Scott (from Austin) has developed a brand and her advertising is consistent and so recognizable! She gives back to the community and has really made a name for herself. Good things happen t good people:).

Jan 11, 2017 12:09 PM #6
Rainmaker
3,279,584
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Nick & Trudy Vandekar I would venture to say that the majority of the real estate brands need a face lift, even some of the classic ones.  Smart brands have face lifts before they look like your "grandfather's real estate firm."

Jan 11, 2017 01:54 PM #7
Rainmaker
3,279,584
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Dick Greenberg  I will let you be the judge of that...we belief in pull marketing rather than push marketing... A

Jan 11, 2017 01:56 PM #8
Rainmaker
2,011,362
Robert Bob Gilbert
Berkshire Hathaway HomeServices Anderson Properties - Katy, TX
Your Katy TX ( West of Houston) Real Estate Expert

Alexandra, I agree as I am familar with jo Malone as Yolanda likes their products.. If you have a very good brand and identity why change it!

Jan 11, 2017 01:59 PM #9
Rainmaker
4,108,271
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

This is excellent advice to share. Have an outstanding week.

Jan 11, 2017 03:01 PM #10
Rainer
95,985
Karen Hellier
Freelance Writer - Big Canoe, GA
Freelance Writer for Professionals, North Georgia

I have never heard of this company but their packaging is beautiful and consistency helps their customers from being confused as to what products are being offered.

Jan 11, 2017 08:36 PM #11
Rainmaker
51,588
Beth Bromund
Coldwell Banker Weir Manuel - Rochester, MI
REALTOR (248) 651-3500

Ron and Alexandra Seigel , What are pull and push marketing?  Thanks!

Jan 25, 2017 07:43 AM #12
Rainmaker
3,279,584
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Beth Bromund

think of a pushy salesperson, that is push.  Someone is pushing something that you may want or not want.  My reaction to push is to get the hell away from that, even if wanted the product.  Pull is being attracted to in this instance Jo Malone, because of the beauty of the display.  Their salespeople are delightful to talk to about the product, they don't push. 

In your profession, a home that is well staged has pull power.  It helps with the decision making process of wanting or not wanting this home.  Whereas a home with no curb appeal, dirty, and cluttered pushes people away.  This is a definition that is simplified.  I would have to write a lot more.  A

Jan 25, 2017 10:35 AM #13
Rainmaker
51,588
Beth Bromund
Coldwell Banker Weir Manuel - Rochester, MI
REALTOR (248) 651-3500

Thank you, Ron and Alexandra Seigel .  That makes perfect sense.

Jan 25, 2017 03:42 PM #14
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