Branding Moments: Maintaining Consistency With The Brand Identity!

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.


Re-Blogged 1 time:

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

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Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Pasadena CA Real Estate 818.516.4393 Cell

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
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
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
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
Nick & Trudy Vandekar
Long & Foster Real Estate Inc - Devon, PA
Realtors - Selling the Main Line, PA Lic AB067198

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
Dorie Dillard
Coldwell Banker United Realtors® ~ Subsidiary of NRT, LLC - Austin, TX
Realtor-Canyon Creek- NW, Austin TX Homes For Sale

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
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
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
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
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
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
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Ron and Alexandra Seigel

Luxury Real Estate Branding and Marketing
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