My favorite client, by far, and not just because he takes me to lunch from time to time, is such because of his metaphorical nature. To him a design is not an object (his is an architectural company), but an expression, and he’s savvy at putting his process into words, which makes my job creating media even more enjoyable.
In the media I’ve created for him, from websites to presentation boards to videos to signs to business cards, it shows. He’s not selling “things,” but offering “experiences” and “attitude,” and he leverages emotion when doing so.
I’ve also helped acquaintances and associates of his take big steps in their businesses. Part of that includes the basics like design and photography, while much of it includes nurturing their ability to perceive themselves from that metaphorical place. I find the latter to be the greater good.
Generally clients seeking branding for their businesses start out by looking for a strong name, like, for example, Legacy, a name you just don’t see enough of in real estate circles. Instead, I imagine clients in action in little scenarios taken from what they tell me about what they do, who they want to attract, and how they go about doing it. I look for and deliver strong stories.
One such client in need of branding had been thinking in terms of names. He had a few in mind that didn’t really sing. I looked at his mission: identify land that can be problematic, and facilitate its acquisition. I put a lot of thought into it, and came up with a number of concepts before one punched me right in the eye. I think I was driving when it hit me.
In Seattle, one thing that can make a piece of land problematic is the blackberry bush. Not to a contractor, mind you, as any number of mechanical tools can make jam from an acre of it in an afternoon. But metaphorically speaking blackberry bushes are nothing to toy with. (How they chose “BlackBerry” to brand a complex phone is interesting. The small keys look like the texture of a large blackberry.) And so I imagined this client, standing before a problematic piece of property covered in some kind of thorn, real or understood, saying, “Whatever you do, please don’t throw me in there.”
It worked for Br'er Rabbit, who thrived in the briar, and I suspected it works for my client who can handle difficult deals with a smile. And Briar-BOX because anything to be built on it is sure to be more or less hollow. It was even better that no one had taken that URL. It’s also a somewhat sticky name, and facilitated a solid logo.
Then, same client, different need. He explained to me that his new business would find and sell land, but will also on occasion develop the land. Again, my head was working in animated sequences, where sometimes he and his partner would simply play with land sales, and then sometimes actually break ground and build. Fiddling, and plowing. Fiddle & Plow. It’s got a sweet ring; it’s sticky, and also a little sing-songy. And the URL was available.
I wouldn’t say it was a fight to get the client to adopt it, but it wasn’t a quick sell, either. Was it because it’s a name made up of part-time verbs? Was it too Mid West? Was it just too abstract? Or did it not fit into the general real estate nomenclature? I’m not sure, but in the end, it’s my favorite, the client loves it, and it’s one of the favorites of my favorite client.
Buyers are looking less for technical expertise and more for advocates to help them write their own stories. Approachable types. Life stylists. Friends. Home shoppers are becoming more capable with online data and information, and experts are, well, everywhere. What is in demand are facilitators with good stories, and branding should reflect that.
In my next blog, I’ll discuss a bit about my experience in dealing with more mainstream Realtors and their takes on actual branding. Drop me a note on your thoughts and experiences, and I’ll be sure to include some touch points.
Comments (0)Subscribe to CommentsComment