Who's Brand Do You Wear?

By
Real Estate Agent with RE/MAX of Valencia CA - Paris911 BRE# 01238257

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.

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Rainer
28,951
Ross Willingham
Tomson Real Estate - Stillwater, OK
Realtor Associate

Branding is vital to marketing efforts.  I'll share mine.  It's nothing fancy but it's easy to remember:

 

May 24, 2007 01:08 AM #1
Rainmaker
1,207,385
Jeff Turner
RealSatisfied - Santa Clarita, CA
Connor... great follow up piece and great analogy. And, since we've sat face to face I can say to everyone that this is one Connor plays out fully. The day I met you, the black PARIS911 shirt could not have been more bold. And it was indeed consistent with everything I had ever seen of your brand around town, on billboards. I think people wear their true brand all the time, whether they are paying attention or not. Our true brand is our values. You wear that well too.
May 24, 2007 01:21 AM #2
Rainer
3,355
Phil Malhao
Elite Legacy Realty Inc. - Orlando, FL
Branding is the single most important thing for a business if you are building it as a business. My business is about what we can do for the client and its about the company, not about me. To do this you must build a company presence. I realize that most realtors out there are building themselves as the business, but what they don't realize is that without them, the business cannot work. If a tragedy were to happen to them, they would no longer be able to make an income. So in reality they do not have a business, they have a job. Until they have a brand that can stand on its own without them and can work whether they are part of it or not, then they do not have a business. Your face should never be your brand. Your strategy is definitely the way to go! Good Luck!
May 24, 2007 02:03 AM #3
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Rainmaker
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Connor T. MacIvor

SCVnest.com - (888)SCVnest
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