Branding Moment: Choose Your Words Carefully To Convey Your Message!

By
Services for Real Estate Pros with Napa Consultants

www.luxuryrealestatemarketing.com

Using the right words to communicate your message is one of most important factors in marketing and branding yourself and of your company. The right words will emphasize your uniqueness and your value to your intended audience.

 

Last year, as we were meandering through the back streets of Florence, we walked into this wine store.  We were impressed with the façade and the interior of the store as pictured above.   We had a wonderful conversation with the owner, and he furthered our knowledge on Italian wines.

 

As we walked out, we focused on the name of the store!  Just to make sure, we knew what the word obsequium meant we looked it up.  We even researched the Italian dictionary in order to be certain that the meaning and  nuances agreed with the English version.  And, they did!

 

Definition of obsequium.: the customary respectful behavior due from a freedman to his patron or former master under ancient Roman law including freedom from lawsuit by the freedman except with the consent of the praetor (the magistrate) and the duty to support the patron when needy.

 

Then, we went one step further in our thinking. The word obsequious as an adjective is not exactly one that is flattering. It is defined as: fawning or sycophantic compliance and exaggerated deference of manner.

 

We cannot figure out how the word “obsequium” relates to the wine industry. The logo font is adorned with a Roman column in the design is attractive.  It conveys history and heritage.  We enjoyed looking at their tastefully displayed wine cases (pictured below).

 www.luxuryrealestatemarketing.com

We just cannot understand how this brand relates to wine.  We appreciate that this store provided us with an opportunity to write a branding moment   blog post.   Are you using the right words to convey your message? 

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 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 less than 30 seconds?

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

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Rainmaker
3,685,040
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat Florence is one of the most traveled to cities in the world.  It is also known for being #1 in traffic jams in Italy as a result.  They do well with Americans and other nations spending their monies there.  I would think that they would want a name that resonates with their target market...I asked Italians the meaning of the name (same as ours) and looked up the history.  I even read the Latin definition and the etymology of the word..(this shows the miniscule value of my dual masters in linguistics and Russian literature)...still the same story.    Ocasionally whimsy works in branding, and I have no idea what they were thinking.  A

Dec 05, 2017 01:44 PM #16
Ambassador
1,902,972
Silvia Dukes PA, Broker Associate, CRS, CIPS, SRES
Tropic Shores Realty - Ich spreche Deutsch! - Spring Hill, FL
Florida Waterfront and Country Club Living

Ron and Alexandra, most people wouldn't think that much about the name and just take it as it is. Who knows what they were thinking when they chose it but it may just work well for them, it's definitely unusual. 

Dec 05, 2017 06:39 PM #17
Rainmaker
3,685,040
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Silvia Dukes PA, Broker Associate, CRS, CIPS, SRES you are right about that, however it is those simple (what seems simple to many) details that make the bottom line healthier.  

Dec 05, 2017 07:56 PM #18
Ambassador
3,552,534
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

Well, I was curious what lesson your post would teach us, given the name and nature of the store which I found confusing. Something subtley Italian? Or a message that simply does not make sense.

Jeff

Dec 05, 2017 08:49 PM #19
Rainmaker
3,685,040
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler the Italians did not understand it either...it definitely does not make sense.  A

Dec 05, 2017 08:52 PM #20
Rainmaker
1,379,585
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
your real estate writer

Maybe somehow trying to convey respect for the wines or the customers. Or - maybe they just liked the word. Or - could it be related to a family name somehow?

Perhaps they just want to puzzle people so they won't forget the store.

Dec 05, 2017 09:15 PM #21
Ambassador
2,674,338
Paul S. Henderson, REALTOR®,CRS,
RE/MAX Professionals. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

I sure am glad that they're storefront has an abundance of windows so you can tell what they were trying to sell. I had to look it up also before I read your excellent post Alexandra!

Dec 05, 2017 11:29 PM #22
Rainmaker
2,673,032
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

I am surprised you guys did not ask the owners what the hidden meaning was? Indeed it is important to be able to get the message out without having to wonder...Endre

Dec 05, 2017 11:54 PM #23
Rainmaker
2,409,026
James Dray
Fathom Realty AR LLC - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

That name doesn't make any sense to me, but what do I know?  Apparently not much.

Dec 06, 2017 12:45 AM #24
Rainmaker
547,328
Tim Maitski
Atlanta Communities Real Estate Brokerage - Atlanta, GA
Truth, Excellence and a Good Deal

The proof is in the pudding.  Is the store successful?

Dec 06, 2017 04:56 AM #25
Rainmaker
4,555,415
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thank you very much for sharing your experience. There must be a story behind this name.

Dec 06, 2017 05:57 AM #26
Rainmaker
4,555,415
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

This store is on Facebook and they have a website.

Dec 06, 2017 06:04 AM #27
Rainmaker
3,685,040
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Endre Barath, Jr. As I mentioned in the post, we were attracted to the wine display as that caught our attention, and when we walked out, we noticed the name.  And, we did not buy any of the wines, which is a rare occasion for us, we always come with a bottle of wine.  

Dec 06, 2017 06:38 AM #28
Rainmaker
3,685,040
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Tim Maitski  next time we are in Florence, we will check it out.

Dec 06, 2017 06:39 AM #29
Rainmaker
336,634
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Thanks for sharing from your travels and bringing home points that can guide us in our marketing efforts.

I know people who come up with all kinds of branding names and terms that leave me scratching my head. It may be a word that gets noticed but the meaning is lost.

Dec 06, 2017 06:39 AM #30
Rainmaker
3,685,040
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley I knew they had a website, that was the first place I went to to look for the explanation of the name.  And most businesses are on Facebook.  Neither guarantees success.  

Dec 06, 2017 06:40 AM #31
Rainmaker
3,685,040
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray I think you know a whole lot of things.  Having met you face to face, I would not underestimate you.  A

Dec 06, 2017 06:41 AM #32
Rainmaker
3,685,040
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Wiley  you are welcome.  The name was noticed by us, because we are in the business.  What I have observed in our career thus far is that some names keep people out of the business, not because the people are not great, just the name creates confusion.  Most of us stay out of confusion.  A

Dec 06, 2017 06:44 AM #33
Ambassador
1,342,433
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

The word is certainly obscure even in Italy. I would think that if the wine store wanted to be a household or community name that is remembered, this would not be the choice.

Dec 06, 2017 08:25 AM #34
Rainer
401,989
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Ron & Alexandra,

Interesting. I often think this, when people pick a word that means something else in another language. Chevy Nova comes to mind, among others.

Dec 06, 2017 02:28 PM #35
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