Branding Moments: What Is the Core of Your Brand?

By
Services for Real Estate Pros with Napa Consultants
http://activerain.com/droplet/4YW9

Photo by © Thinglass | Dreamstime.com 

In a previous post we asked the question, “Does Your Unique Promise of Value Have An Expiration Date?”  We indicated that features such as using drone photography in your luxury real estate marketing basically have a shelf life because it can be imitated, but your core, your uniqueness is inimitable. That is, if you continue to innovate around your core.

 

We recently were awestruck by an interview with Angela Ahrendts, who is currently the Senior VP of Retail at Apple (previously the highest paid CEO in the UK at Burberry-$26.3M). In 2014 she earned $70M at Apple as the highest paid executive in the company! Basically, she said that every great brand has a core.

 

Rediscovering, revivifying and reinvigorating Burberry’s core, enabled her to increase the value of Burberry from £2 billion to over £7 during her tenure there. She shifted the company from 75% wholesale to 75% retail by opening Burberry stores worldwide and developing a strong online presence.

 

The waterproof gabardine trench coat, which was originally created in 1856 for the military, is at the core of the brand. Angela was able to rally the troops (over 10,000 employees) around her vision of making the Burberry trench coat “cool” again. She empowered them to passionately communicate the company’s core values (“to protect, to explore and to inspire”) directly to the consumer instead of relying on resellers to represent them.

 

What is the core of YOUR brand? What are you doing to continuously innovate around your core?

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN UNDER 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in under 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
2,811,172
Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400
The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Condo & Home Sale Specialists

At the CEO's of our business, we are trying to keep moving forward with new technology, although it is challenging to keep up with so many new trends...

Jan 19, 2017 05:18 AM #4
Rainmaker
522,878
Nathan Gesner
American West Realty & Management - Cody, WY
Broker / Property Manager

My slogan is, "We don't just manage!" We are property managers but also deal in sales. However, the real point is that we don't do the minimum to seal a deal. Our practice is to provide our very best to every client, whether they ask us to manage Grandma's little cottage after she passes or they want us to sell a $700,000 home.

Jan 19, 2017 05:42 AM #5
Rainmaker
3,386,259
Dorie Dillard
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Ron and Alexandra Seigel ,

Excellent post with a wonderful example of illustrating a companies core values. Angela is an amazing businesswoman who understands the principles to follow to be successful.

Jan 19, 2017 05:59 AM #6
Rainmaker
2,133,778
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

Core values and vision statements, are important elements that successful business enterprises possess - No question about it!

Jan 19, 2017 06:05 AM #7
Rainmaker
4,553,742
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Some real estate professionals may find it difficult to identify the core of their brand.

Jan 19, 2017 06:05 AM #8
Rainmaker
1,925,317
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

Having a solid core is vital with everything in life, whether it be our body, our values, ethics, etc.

Jan 19, 2017 06:44 AM #9
Rainmaker
1,693,196
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Good Morning, Ron and Alexandra Seigel - this is another stellar post! Thanks to you, I was introduced to Angela Ahrendts, a phenomenal woman, and CEO. We need more women like her in the business world (or politics). She has a brilliant mind and philosophy. She sets trends all around the world. Kudos to Angela and thank you for putting her in the spotlight for me today! 

Jan 19, 2017 07:53 AM #10
Ambassador
1,342,108
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

The core of our brand starts with a positive culture based on core values that we expoect of ourselves as well as who we choose to work with. It all needs to be in writing and anyone who is a part of us adheres to it also or doesn't stay. When I was at DisneyWorld in November I didn't come into contact without any employee at the park that didn't adher to the brand. I unjoyed Universal also but the culture was missing.

Jan 19, 2017 08:53 AM #11
Rainmaker
2,856,066
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Good morning, Alexandra and Ron -- who ever thought a trench coat could have so much appeal?  Burberry is a success story that continues to impress.   

Jan 19, 2017 10:40 AM #12
Rainmaker
3,683,052
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs When I first saw the brand in its resurrected form, all I could see what the lining of both of my parent's raincoats as well as my own as a child.  You have to hand it to Angela, she really understands brands.  A

Jan 19, 2017 10:46 AM #13
Ambassador
2,667,521
Anna Banana Kruchten CRB, CRS, Broker
Phoenix Property Shoppe - Phoenix, AZ
Arizona's Top Banana of Real Estate!

Angela has done an amazing job of re-inventing the Burberry Trench Coat and that entire brand. WOW!  Great real life branding to the max story!

Jan 19, 2017 11:47 AM #14
Rainmaker
1,366,044
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Ron and Alexandra Seigel, another exceptional post from you. In college, I did a paper on core values, whether they can change and if so, why and how.
Some core values are what they are for each one of us and don't change while others do. In business and personal lives, it's important to identify and stand behind them. 
After reading your post, I had to google and read about this extraordinary lady Angela, she's someone I know, I can learn from.
I've an obsession with Burberry, a trenchcoat to me is Burberry, their handbags, glasses...all statement pieces. 

Jan 19, 2017 12:28 PM #15
Rainer
111,042
Karen Hellier
Freelance Writer - Big Canoe, GA
Freelance Writer for Professionals, North Georgia

What a wonderful story about branding, and quite a monetary feat for Burberry. Thanks for sharing.

Jan 19, 2017 12:37 PM #16
Rainmaker
3,683,052
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Karen Hellier 

I love your new picture!  We are both inspired, and I am glad she is now with Apple, and will no doubt be part of making that brand greater.  A

Jan 19, 2017 01:03 PM #17
Rainmaker
3,683,052
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay Identifying core values is the first thing we do when we work with our clients in tailoring a strategy and a brand.  Check out the video she did with Khan Academy.  Saul Khan started this math academy because he felt that our education is full of holes like Swiss cheese  (I just thought of a great post), especially in Math.  Ron started from beginning math (math is a universal language) and is now into Algebra.  

She inspired this post as well as many ideas for future posts.  A

Jan 19, 2017 01:07 PM #18
Rainmaker
57,970
Beth Bromund
Coldwell Banker Weir Manuel - Rochester, MI
REALTOR (248) 651-3500

One of my sisters worked as the voice of Burberry at the headquarters in NYC in the '90s.  They required a mid-western accent rather than a NY accent for their brand.  My husband got some lovely ties as gifts during those years!  

Thanks for mentioning the Khan Academy video.  I'm going to check it out. 

Jan 19, 2017 01:24 PM #19
Rainmaker
3,683,052
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Bromund I can understand their requirement for a Mid-Western accent.  The Midwest is friendly, unpretentious, and the accent appeals to their exact psycho- graphics.  You are very welcome, always happy to share our sources of research.  A

Jan 19, 2017 01:28 PM #20
Rainmaker
2,040,285
Robert Bob Gilbert
Berkshire Hathaway HomeServices Anderson Properties - Katy, TX
Your Katy TX ( West of Houston) Real Estate Expert

I have to say Burberry certainly has done an unbelievable job of reinventing their core around its base and building a lot of client loyalty. Ecellent post. 

Jan 19, 2017 02:05 PM #21
Rainmaker
3,233,497
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Liz and Bill

Bring a cache for the brand . . . . and creating a compelling reason for why people should own it . . . .  Is what Burberry, Apple and other great companies have done.

Good luck and success.

Lou Ludwig

Jan 20, 2017 04:20 PM #22
Rainmaker
3,683,052
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lou Ludwig 

Thank  you for your comment.  We are not Liz and Bill.   This is Ron & Alexandra here!  Wishing you a good weekend.  A

Jan 20, 2017 04:31 PM #23
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