Coco Chanel 1928
Should use your name as your personal brand in all branches of real estate marketing? The best test to determine this is to ask yourself: “Am I ready to achieve celebrity status in my marketplace?” If you are prepared to have your name stand for a particular market niche that you can dominate, we say, “Go for it!”
Think of some of the most recognizable personal brands: Seal, Sting, Cher, Oprah, Ellen, Coco. What category of celebrity comes to mind for each?
Chanel to this day remains as one of the most famous fashion design houses. Some of the original and iconic styles (shoes, purses, suit styles) that Coco created remain part of the line to this day in 2020. Although there have been numerous knockoffs, they pale next to the original. She was the master of what she termed "expensive simplicity." She wanted her clothes and her design to stand out with their impeccable standards.
The company founder, Gabrielle Bonheur “Coco” Chanel, was one of the most highly recognized personal brands in her time. In fact, she was the only person to be named in the field of fashion on the Time [Magazine] Top 100: The Most Important People of the [20th] Century.
Clearly, Coco enjoyed top-of-mind status in the field of high fashion as a personal brand, a status that extends to the company brand as well, to this day. Top-of-mind is the goal of any real estate marketing professional aiming for market leadership and celebrity status.
Are you ready for celebrity status in your luxury or any other real estate marketplace? If not, you might want to consider a different tact when approaching your personal branding, other than using your name as your brand.
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