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Personal & Company Branding: What Is Your Unique Promise of Value?

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Services for Real Estate Pros with Napa Consultants DRE00893924

In marketing luxury real estate you only have a Nano-second to capture the attention of your ideal clients and communicate your unique promise of value. If your message promises to solve a problem or add significant value you have the best chance of gaining a new client.

When your branding is spot on it is your shortcut in this communication process. Your personal or company brand must send a clear, succinct message to your target through words, symbols and sounds, a message that must encapsulate the distinct benefits that will be derived from doing business with you vs. your competition. Identifying, then distilling your unique promise of value into a concise message is an art.  Here is an example of one company has mastered this art. 

Coffee is one of the most ubiquitous commodities in the world. As such it poses one of the biggest branding challenges on earth.  We give Seattle’s Best very high praise for breaking through the clutter and standing out in this highly competitive food category.  

They came up with a suite of 5 different coffees that suit the needs of the majority of coffee drinkers.  Their unique promise of value: making it easy to choose the perfect cup of coffee for you.  They call it the Level System. From light and bright Level 1 to dark and bold level 5 they claim that they have an expertly blended level for everyone. 

Can you see the brilliance behind this brand strategy? The next time you need to buy coffee you do not even need to remember the brand name. Just remember a number between 1 and 5. First they take the guesswork out of selecting the right blend.  Then, they make it impossible to forget your preference or the preference of whomever you are buying for.  “I’m a  #2 and my roommate is a #5”.   

For those, who are time-starved they just made life a little bit easier. They solved a common problem How can you distill your luxury real estate marketing message to accomplish the same goal?

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Comments (12)
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John McCormack, CRS
Albuquerque Homes Realty - Albuquerque, NM
Honesty, Integrity, Results, Experienced. HIRE Me!

Excellent R & A -  Indeed you are correct we only have a split second to catch and hold the consumers attention making it extremely important to make our marketing stand out!

 

Jul 11, 2012 12:36 AM
Belinda Spillman
Aspen Lane Real Estate Colorful Colorado - Aurora, CO
Colorado Living!

Colors are such a great way to market any product.  One quick look and you know which coffee to select as you are flying down the aisles wondering where the cream cheese is.

Jul 11, 2012 01:04 AM
Former Agent
None - Adak, AK

I think that is indeed excellent packaging.  However, I don't think I would drink Seattle's Best, even if they were giving it away!

Jul 11, 2012 02:10 AM
Bryan Robertson
Los Altos, CA

I like that approach - identity via color or number.  It's hard to apply this to products within real estate but I can see how packaging service levels into groups would work.  For example, basic listing is #1, deluxe listing is #2, and premium listing is #3 - with breakdowns of details from there. 

Jul 11, 2012 04:48 AM
Norma Toering Broker for Palos Verdes and Beach Cities
Charlemagne International Properties - Rancho Palos Verdes, CA
Palos Verdes Luxury Homes in L.A.

No doubt about it, the coffee market is a crowded one and real estate agents are abundant too.  Services promised and provided need to be memorable and worthy of repeating time after time.

Jul 11, 2012 06:07 AM
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

I find this particular method of choosing a brand somewhat boring.  "Bad Ass" Kona is my preferred only because of it's name although I will drink many other coffee varieties.  I wouldn't know a #3 from a #5 at Seattle's Best however I have drank it previously on several occasions.

Jul 11, 2012 06:44 AM
Broker Patty Da Silva Da Silva
Green Realty Properties® - 954-667-7253 - Cooper City, FL
Top Listing Broker

Brilliant!

Jul 11, 2012 07:04 AM
Roy Kelley
Retired - Gaithersburg, MD

Good example of effective branding.  Many real estate professionals have only their company brand.

Have an outstanding week with your camera in hand.

Jul 11, 2012 08:38 AM
Jane Peters
Home Jane Realty - Los Angeles, CA
Los Angeles real estate concierge services

That is very clever branding.  Maybe we can adapt it for the level of service a Realtor provides - 1 (sell yourself) to 5 (sit back and let us do all the work)  :)

Jul 11, 2012 09:42 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John,

thank you John, I love how you rephrased it, very succinctly and well.

Belinda,

I feel the same way at the market, we have so many choice and it is nice to have your choices easily managed.

Aimee,

It is excellent packaging and well thought out.  And we all have our preferences in coffee choices, as someone said, there are so many choices out there.

Bryan,

You have come up with some interesting ways to apply this concept...If you execute, I would love to see how it comes out.

Norma,

Very well said, and I agree with you wholeheartedly...

Kevin,

As they say, there is choice for everyone...What suits one will not suit another, and it makes me realize how wonderful it is to have so many choices.

Patty,

Thank you, we appreciate your assessment of our post.

Roy,

You make a good point, if you don't have a brand to start with, and you leave the company,,and then what or who are you?  A

Jul 11, 2012 09:49 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jane,

You are so clever, and I am still laughing at the thought you have expressed. A

Jul 11, 2012 09:50 AM
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - Really good post! You make a great point about distilling your message. I've so many great products and service fail because the marketers didn't understand their very limited window of opportunity to capture attention and communicate their value. It's a real challenge, but if you get it right, it will pay off. And real estate is like coffee in a lot of ways - there are so many of us doing the same thing and clamoring for attention, we're a form of commodity, and we have to figure out differentiation.

Jul 11, 2012 09:59 AM
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