On our travels through Santa Barbara, we often see this ad on the back of our buses, for this local real estate firm. This is what we refer to as "brand personality."  By expressing on their ad, that their real estate agents are attorney trained,  they have positioned themselves as having competence.

 

A competence personality is defined as:

Reliable:hardworking, secure efficient trustworthy, careful, intelligent and successful.

Intelligent: technical, corporate, serious.

Successful: leader, confident, influential.

 

In the corporate world, IBM as an example of a brand with a competence personality. Like IBM,(aka Big Blue), this brand uses Blue as its  primary brand color.  The expression "true blue" means dependable, reliable, stable, and the shade of blue is generally associated with these characteristics.

 

Keep in mind, that the unique promise of value is that this real etate firm is owned by a practicing real estate attorney.  The brand personality is a subset of the unique promise of value, and is part of the overall brand identity, as is the color choice.

 

This brand will attract those who can identify with its personality, because it is a reflection of how they see themselves.  Remember, people like to do business with people like themselves.

 

Do you know your brand personality?

 

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it.