When making a choice as to what agent or agency to hire to sell their homes, the majority of luxury real estate sellers ask for a recommendation from trusted friends. If their friends don’t have one, then they will look for a brand they recognize and trust.
This applies to choices we all make in general, whether it is a professional service or a product we are looking for. Here is an example:
We had heard that Chilean wines were making a name for themselves in Europe and in the United States for their excellent wines. We went to our local wine store to educate ourselves on the latest and greatest Chilean wines.
As we were looking over the Cabernet Sauvignon shelves, we noticed a stack of cases made of wood nearby. Within these wooden cases, bottles of Cabernet Sauvignon were displayed on their sides instead of upright.
Usually only the most expensive wines are packed that way. The wine label identified it as a Chilean wine from Chateau Lafite Rothschild. Chateau Lafite Rothschild is a storied wine brand known for its excellence and quality wines. When we saw the care in packing and the brand name, it was a no brainer to try this wine. The price was very reasonable at $13.95. We knew we could count on the brand, the wine was outstanding, and we promptly bought more.
The moral of this story is that a brand is a trust mark more so than a trademark. Build a reputation of trust, and let your packaging tell the story of the quality your potential clients can expect when they work with YOU!
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