Brand Design: Is Your Brand A Foghorn in A Sea of Sameness?

By
Services for Real Estate Pros with Napa Consultants

“Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.” Steve Jobs

 

We are in the process of creating a logo. Everything about that logo has to work for our client. The fonts, the colors, the spacing between letters have to attract the target market.

 

It has to stand out and be the foghorn in the sea of sameness. It has to resonate with our client and fit them perfectly, or as we like to say, “it has to be a hell, yes!”

 

We travel to each marketplace in order to identify the psycho-graphic of the people who live and work there. We take time to get to know our client’s core values, personality, preferences and goals.

 

We come home and begin to distill what we learned into a strategy. That strategy defines the brand. A definition is a concise form of communication.

 

It is concise because it is easy to understand and to communicate it to someone else. This brings about the best marketing results known as “word of mouth and referrals.”

 

For us, designing each brand is a labor of love. Our clients have to love it, and their marketplace has to love it. Is your brand a foghorn in a sea of sameness?

Posted by

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.

close

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Topic:
Real Estate Best Practices
Groups:
Luxury Home Marketing
Luxury Home Agents
THE LANGUAGE OF LUXURY
Bananatude
Old Farts Club

Post a Comment
Spam prevention
Spam prevention
Show All Comments
Rainmaker
3,279,668
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Debbie Reynolds thank you for your kind words.  We love that aspect of our work as it is the backbone of our clients marketing strategies.  It is like finding the DNA sequence in our business.  A

May 03, 2017 10:53 AM #35
Rainmaker
1,083,276
Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

In the lending end of the industry, we are so limited by rules and regulations these days regarding marketing, advertising, etc. ... it's sort of taken the creative juices out of my personal branding, Ron and Alexandra Seigel ... although I search for other ways to be the "foghorn" of Lenders.

For those that can be creative in this vein, it would be crazy not to do so ... and they should take your advice to heart ...

Gene  

May 03, 2017 11:19 AM #36
Rainmaker
3,279,668
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi we have worked with several lenders and understand the limitations of all the rules and regulations.  One can always stand out in a sea of sameness.  For instance, most luxury European store requires that their sales people wear a uniform which has several versions.  They can accent it with one of the brands scarves.  The forghorns still stand out from the pack.  I have two fave salesladies in Florence in the same store.  One's niche is scarves and accessories, and the other's is bags.  They stood out, because they understood who I was (not the typical American) love Ron's sense of design and they are fun.  I look for them and wait to buy from them, if they are busy.  A

May 03, 2017 11:26 AM #37
Rainmaker
469,418
John Juarez
The Medford Real Estate Team - Fremont, CA
ePRO, SRES, GRI, PMN

When our Team decided that we needed a new logo we went to a website that allowed us to set our specifications and have artists from literally around the world to make submissions in an attempt to get our business. If there is a next time we should start with you.

May 03, 2017 04:07 PM #38
Rainmaker
3,279,668
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

John Juarez 

There are many great graphic designers, however, they need to have a brand statement to figure out what really works.  Without that they come up with pretty designs, but not necessarily what works.  A

May 03, 2017 05:25 PM #39
Rainer
227,689
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Interesting quote.  I've said many times that jumping up and down, waving your arms and screaming "me too" when everyone else is doing it won't get you noticed.  Begs the question: if everyone is a fog horn, how do you differentiate?  Being unique in a world of uniqueness is an interesting concept to address. 

May 03, 2017 08:58 PM #40
Rainmaker
3,279,668
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Mick Michaud very simply by being the quiet one.  Be in the Un-Cola is a see of Colas.  There is always a way.  A

May 03, 2017 09:27 PM #41
Ambassador
801,901
Lynn B. Friedman
Atlanta Homes ODAT Realty Call/Text 404-939-2727 Buckhead - Midtown - Westside -- and more ... - Atlanta, GA
Concierge Service for Our Atlanta Sellers & Buyers

Ron and Alexandra Seigel 
Enjoyed the post and the comment stream - lots of points of view.
All the best - Lynn

May 03, 2017 11:44 PM #42
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

I always like your perspective on design and the obvious care you take to get it right. Great post and an encouragement to be more thoughtful about what we put out there to build our brand.

May 04, 2017 06:32 AM #43
Rainmaker
531,177
John Marshall - FORE!
The K Company Realty - Cherry Hills Village, CO
Specializing in Golf Course Properties

So your saying we should be a fruit loop in a bowl of cheerios! 

May 04, 2017 08:32 AM #44
Rainmaker
3,279,668
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

John Marshall - FORE! hell yes providing no one else is selling fruit loops or you can do it better that the existing fruit loop folks!  A

May 04, 2017 11:34 AM #45
Ambassador
1,527,303
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Ron and Alexandra Seigel  Your style is always so unique  I can see how you can make anything and anyone stand out in the crowd

May 04, 2017 01:16 PM #46
Rainmaker
563,235
Annette Lawrence , Palm Harbor, FL 727-420-4041
ReMax Realtec Group - Palm Harbor, FL
Making FLORIDA Real Estate EZ

Great blog.

Now to get you to 3 million.

The quote is significant. Every business person believe they have a brand. Others think since everyone has a brand we've entered brand-sameness.

It is when the desire to dig that how it works becomes apparent..or how it doesn't work.

The truth is of the 1.2 million REALTORS, very few have a brand. More that a few have a logo. Most are asking themselves 'Now what?'

Very often what is needed is a voice from outside our sphere to ask the probing and pentrating questions that reveal the truth within our fog.

When that happen the world will hear the horn.

 

 

 

 

May 04, 2017 01:18 PM #47
Rainmaker
3,279,668
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Annette Lawrence , Palm Harbor, FL 727-420-4041  Thank you for you kind words and I am getting very close.  We have done quite a few brands for a very small percentage of that 1.2 million.  The one who realized the value are usually the one that really want to be number one or number two, or someone with great ambition who wants to topple both of them.  I appreciate your support.  A

May 04, 2017 01:29 PM #48
Rainmaker
3,279,668
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Hannah Williams Thank you as always for all the kind words you have heaped our way.  They are treasured and appreciated.  A

May 04, 2017 01:30 PM #49
Ambassador
3,242,126
Jeff Dowler
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

You clearly enjoy the creative process from start to finish, and are so good at what you do. Seeing the final product that works, and stands out from a sea of sameness, must be the ultimate thrill.

May 04, 2017 01:50 PM #50
Rainmaker
3,279,668
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Jeff Dowler Thank you for your comment, the ultimate thrill for us is seeing our client's faces and they delight at the job we did.  A

May 04, 2017 01:52 PM #51
Rainmaker
3,125,381
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Ron and Alexandra

Jeff Dowler comments are right on point . . . . A great post . . . . and a great read.

Good luck and success.

Lou Ludwig

May 04, 2017 05:41 PM #52
Rainmaker
3,125,381
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Ron and Alexandra

Congratulations on a gold star post on an outstanding post.

Good luck and success.

Lou Ludwig

May 04, 2017 05:42 PM #53
Rainmaker
264,162
John Wiley
Jones & Co. Realty - Cape Coral, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Ron and Alexandra Seigel it is interesting to see how in depth you go to know the market and the flavor of the area.

I enjoy the comments and your responses. You know that when others become a fog horn it is time to change the tune.

Thanks

May 05, 2017 02:41 PM #54
Post a Comment
Spam prevention
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?

Rainmaker
3,279,668

Ron and Alexandra Seigel

Luxury Real Estate Branding and Marketing
How do I become First to Come to Mind in My Marketplace?
*
*
*
*
Spam prevention

Additional Information