As a follow up to my piece on Branding, I feel it necessary to share some of the ways in which I move Paris911 to the masses.
After development of the brand and accompanying logo, it was now time to push our brand. My vision was and still is connecting the Brand with a person's understanding of what it means. So when they see a billboard, bus bench, advertisement in publication, or our logo in some other arena, they will connect the Paris911 Brand with Real Estate. The goal is to have a caller or contact comment that we are "everywhere". When you are truly everywhere you have dug in deeper than an Alabama Tick!
So, after development of the Logo and assistance provided by Diane at "The Visual Sense" it was time to put it to work. So I took the logo and contacted another cop buddy of mine Kevin Archer to go to work on business cards, thank you cards, and postcards with Code3Products. I then decided not to wear shirts with another's brand. I had a couple of different types of shirts produced. One was a black long sleeved t-shirt that is silk-screened with our logo by "Kwik Ink", the other a 5.11 tactical polo that has our logo embroidered by "Embroid Me", over the left chest and across the full back. I wear these shirts everywhere as does each and every member of our team, I mean my wife, Paris :) When we go out building our business and others see our shirts I can tell if there is a connection. I am not looking for people to jump to me and say "hey, sell my house". The subtle affirmation on a non verbal level is very reassuring for me and I know by it being recognized, Paris911 is gaining ground.
I know what you are thinking, realistically how many people see you wearing the shirt? Again, I am not worried about how many people specifically see me wearing the shirt. I look at building a business this way; you have a large saucer in front of you, the ones that were used, in the not so recent past, to wash up before bed. Imagine it being filled with water. Each step into Paris911 I take I place a small piece of pea gravel into the basin. Someday this basin will be full and most of the water displaced. I am now saturating Santa Clarita with Paris911(the pea gravel). The Basin represents the Real Estate areas that we focus on. The water represents the potential business we can attract. The displaced water that leaves the basin and falls out onto the surface beneath, represents a client buying and or selling. The beautiful thing is after most of the water is displaced I have used most of the "big" marketing strategies. It is now time to switch to sand to displace the rest of the water.