Many real estate professionals believe that refreshing their brand is the same as buying a new outfit because they are tired of their old “look”. While changing your look or getting a “make-over” can give you a temporary lift in spirits and may get you some attention from those who already know you, nothing could be farther from the purpose behind a brand refresh.
The real purpose behind a brand refresh is sharpening your marketing message including your visuals to reflect how you and your target market are continually expanding and changing. Your website must become your “silent salesperson” that delivers your best sales pitch and succinctly conveys your unique promise of value. That way your ideal target market can instantly recognize that you are a perfect match to their needs, a good fit.
The key is making it as easy as possible for your referral sources to spread the good word about you simply by passing along your website address to their friends.
In a recent post we shared that Napa Consultants, Int’l extended the scope of its brand beyond just working in the luxury real estate brokerage community. We ventured into two additional niches: marketing luxury condominium developments and philanthropic culinary & sporting events. This was the perfect time for a brand refresh: to sharpen our marketing message and our visuals to reflect our expanded target market. Check out our refreshed website NapaConsultants.com.
In Part 2 we will share another project as case study that illustrates the real purpose behind a brand refresh.
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