When Is It Time to Update Your Brand?

By
Services for Real Estate Pros with Napa Consultants

APPLE'S ORIGINAL BRAND 1976

 

There are objective markers that indicate when it is time to update or refresh your luxury real estate brand. It is better to refine your brand so that it reflects the evolution of your business rather than reacting to external market conditions.

 

One of the objective markers is when you embark upon an entirely new strategy or take on when a new niche becomes the focus of your company or professional practice. Three of the companies we are working with are changing their business models. Their existing brands no longer communicate the new direction and focus of the company.

 

Another marker that indicates that you should refresh your brand is when it no longer stands out, because the copycats have moved in and blurred what makes your brand distinct. While working with a company back East, we noticed an international franchise brand had changed their company colors to copy the market leader.

 

If you are a market leading company, and a new brand moves into town and starts recruiting your agents and your clients, take that as an objective marker that you should at least consider refreshing your brand. It is easy to become complacent when no one is challenging your market dominance. That is when you are most vulnerable. The new company can label you as stodgy and out of step with the times especially if they position themselves as the new innovators.

 

APPLE CURRENT LOGO

When Apple came on the scene they labeled the then market leader Microsoft as the stodgy brand to differentiate themselves as the cutting edge innovators. Certainly, the Apple brand has evolved over time as they surpassed Microsoft and all other tech companies as the most highly valued company in the world.

 

This year Apple will move into its new “spaceship” headquarter building and make a statement that will be heard around the globe: We are still on the cutting edge, catch us if you can!”

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

Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 07/24/2017 01:00 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Luxury Real Estate
THE LANGUAGE OF LUXURY
Bananatude
Old Farts Club
Tags:
luxury real estate agent personal and company branding

Post a Comment
Spam prevention
Spam prevention
Show All Comments
Rainmaker
4,003,320
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Many local real estate firms could use some rebranding.

Jun 05, 2017 06:39 AM #7
Rainmaker
1,812,234
Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents
Lyon Real Estate - Sacramento, CA
Put 40 years of experience to work for you

I've yet to see any copycats for my brand, so I'm keeping it the way it is. It is different. I tend to attract Baby Boomers and Millennials, both for opposite reasons. One of my team members wants more "cutting edge" marketing, asked to redo her business cards to look like the W Hotels, but she needs to stop staring at her business cards (which are branded by our broker, btw) and focus on how she interacts with her prospects. We have more business than we know what to do with. Like you mentioned, when something works, you don't change it.

Jun 05, 2017 08:09 AM #8
Rainmaker
2,616,875
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Good morning, Alexandra and Ron --- another thoughtful post and more things to ponder....

Jun 05, 2017 10:56 AM #9
Rainmaker
1,805,361
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

We must recognize when it's time for a change and go forward full throttle!

Jun 05, 2017 11:41 AM #10
Ambassador
2,423,981
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - I don't think I've ever seen that original Apple logo before - it certainly wouldn't cut it today.

Jun 05, 2017 01:00 PM #11
Ambassador
1,067,134
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

I had never seen the original logo and I am an Apple lover with their desire to stay a step ahead. The new York City sotre is amazing and their energy in their stores is infectious.

Jun 05, 2017 02:10 PM #12
Ambassador
2,896,694
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Ron and Alexandra- I'd not seen the original brand either. As we've seen in just the last few years, many brands we thought would be around forever have given way to the new kids on the block. You have to keep up with the times. 

Jun 05, 2017 04:10 PM #13
Rainmaker
1,901,526
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

You make an excellent point about updating brand logos and design.  I can't believe that top Apple logo was ever in existence.

Jun 05, 2017 04:39 PM #14
Rainmaker
3,192,031
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Myrl Jeffcoat Jobs worked at an apple farm, picking apples.  Yes, that was the original with Newton sitting there reading waiting for the apple to fall on his head...A

Jun 05, 2017 04:47 PM #15
Rainmaker
3,192,031
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Joe Pryor  We agree with you, we are big fans.  I am looking forward to seeing their new building.  They had working models built of door knobs, staircases and other details before actually approving the design.  A

Jun 05, 2017 05:44 PM #16
Rainmaker
3,192,031
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Kathy Streib definitely many brands have disappeared and continue to do so.  I was stunned that the CEO of J Crew made a statement that he understimated the power of the Internet.  A

Jun 05, 2017 05:47 PM #17
Rainmaker
3,192,031
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Sharon Tara  I loved your sentence, "go forward, full throttle!"  And so we go!  LOL A

Jun 05, 2017 05:48 PM #18
Rainmaker
3,192,031
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Sheila Anderson I love that building.  This essentially is a giant glass structure and the store is below it.  It brings light in.  A

Jun 05, 2017 05:49 PM #19
Rainmaker
3,192,031
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Brian England sometimes, you need a lot more than a little.  It has to speak to the marketplace and still represent the company or individual in an authentic style. A

Jun 05, 2017 05:54 PM #20
Rainmaker
3,192,031
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Steven Nickens I applaud for your willingness to do that.  It is not an easy process to undertake, however, it often leads to more business and the time to enjoy one's success.  A

Jun 05, 2017 05:55 PM #21
Rainmaker
1,461,821
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

The new Apple Spaceship Headquarters sounds very exciting!!! What I love most is that it's an American Company and it's innovation is always exceeding the competition!

Jun 05, 2017 08:29 PM #22
Rainmaker
3,192,031
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Patricia Feager our sentiments match.  I marvel at their ingenuity and their thinking.  And most of all, I love their customer service.  Thank you for your comment. A

Jun 05, 2017 08:35 PM #23
Rainmaker
615,484
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Alexandra, 

Well done!  I never saw that original brand of Apple. I actually laughed thinking it was a joke!  You laid out a good plan on when you should consider rebranding. I love the new concept and what is planned for the "spaceship" headquarters. 

I have rebranded about 5 times and continue to tweak branding elements. 

Jun 06, 2017 11:48 AM #24
Rainmaker
2,384,660
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

There's kind of an instinct when you level off and stop growing to move ahead and kind of evolve.

Jun 06, 2017 11:24 PM #25
Rainmaker
1,246,096
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Hi Ron and Alexandra - you made the point with apple.  I did not connect with the original in 1976.   The new one says All things innovation to me. 

Jul 24, 2017 12:19 PM #26
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
3,192,031

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