Branding Moment: What Is At Stake When Choosing A Brand Name?

By
Services for Real Estate Pros with Napa Consultants

The first goal of marketing is to build and maintain a preference for your brand within your target market. This is true if your intention is to be the market leader. It makes sense to find the right name for your brand. It has to be easy to remember and easy to say.  This is very important when it comes to referrals, and word of mouth. 

 

This morning as we were returning home from an appointment, two trucks were waiting at the red light in front of us. The one directly in front of us  was branded  paysage.  This is a French word. Its primary meaning is scenery. Its secondary meaning is landscape. We wondered how many people in Santa Barbara understand the word or could pronounce it. Would someone call this company, "pay sage?" Listen to this 15 second video below if you want to learn the pronunciation .

It is easier to say FedEx  than to say paysage. And the majority of us knows the word FedEx. 

 

Our research revealed that Paysage, the local landscape company, has been operating in Santa Barbara since 2000. Apparently, they are doing something right, however, they are not considered to be in the top 5 in the city.  The top 5 have an easy name to remember.  

 

If you want to maintain your market's preference for your brand, be sure to take time to choose the right name.  What is at stake is word of mouth and referrals.

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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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Debbie Reynolds 07/12/2018 01:00 PM
Topic:
Real Estate Best Practices
Groups:
Luxury Home Marketing
Luxury Real Estate
Bananatude
Old Farts Club
Tags:
luxury real estate personal and company branding luxury real estate marketing tips

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Ambassador
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Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

                

                            Thank you, Ron and Alexandra. 

Jul 14, 2018 04:36 PM #16
Rainmaker
3,452,450
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,

I'm so glad that Kathy Streib featured your post in her "Ah-ha" moments for the week. I remember reading it and was sure there would be a gold star so the AR Gods must have been sleeping or on intermission! LOL!

Jul 15, 2018 05:52 AM #17
Rainmaker
988,393
Sharon Lee
Sharon Lee's Virtual Assistance - Jonesborough, TN
Retired and loving life

What caught my attention first in both was the size of the lettering in both. Not only is the name hard to understand but the size of the lettering would be hard to as well. 

Jul 15, 2018 06:00 AM #18
Ambassador
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Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

One has to be a Purple Ciow regardless of the name as Seth Godun says. When I chose The Virtual Real Estate Team in 2004 I wanted to illustrate our online presence little realizing how much more virtual would be valuable.

Jul 15, 2018 06:49 AM #19
Rainmaker
4,322,490
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
"Franklin MA Homes"

Good morning, Ron and Alexandra Seigel (A).... simplicity always wins...it becomes easily memorable....

Jul 15, 2018 06:57 AM #20
Rainmaker
3,781,633
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib Thank you for featuring us on your weekly Sunday post.  We appreciate it. A

Jul 15, 2018 07:00 AM #21
Rainmaker
887,583
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

HI Ron and Alexandra Seigel - Not in a million years would I have expected paysage to sound like that....of course I don't speak French. My daughter- in- law is Swiss-French and I will see her today. She is teaching my grandson French and he does quite well!.... You made the brand name point very well.

Jul 15, 2018 08:25 AM #22
Rainmaker
577,517
Candice A. Donofrio
Next Wave RE Investments LLC Bullhead City AZ Commercial RE Broker - Fort Mohave, AZ
928-201-4BHC (4242) call/text

Well Beauty, I got a 50% on that quiz!
I figured 'pay-saahge'.
But I got the intonation backwards. Accent on PAY not sage.
Still too much of a mouthful, although it is quite a beautiful word.
And this is why although I own my name domain there's no way I would ever put it out as a primary brand. Pronounce this! LOL

Jul 15, 2018 01:52 PM #23
Rainmaker
711,018
Jill Sackler
Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY
LI South Shore Real Estate - Broker Associate

Ok, you make a good point. No one likes to hear a foreign word mispronounced. The word homage comes to mind, as lately, it seems that everyone has been using it.

https://youtu.be/T1QbQJsyqXw

Jul 16, 2018 09:05 AM #24
Rainmaker
3,781,633
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® the reason I noticed it is that French was my first language, and for many it is hard to pronounce.  It requires different mouth muscles that English does not use.  I taught French for a while, and had to actually show people how to use their mouths..  I love that your grandson is learning French.  Our cousin married a French man, and their kids come to the US to learn English at English learning camps.  A

Jul 16, 2018 09:10 AM #25
Rainmaker
3,781,633
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Candice A. Donofrio Having learned Italian on my journeys (good enough to eat and shop with) I would definitely have no trouble pronouncing your name with great panache!  You are right and it irks me when people say AYEtalian instead of EEEtalian.  It is such a beautiful language, the language of poets like Dante!  A

Jul 16, 2018 09:12 AM #26
Rainmaker
3,781,633
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jill Sackler 

Yes, I hear that and the word "foyer" is also badly pronounced.  For me being a native French speaker, it is like chalk scraping on a blackboard..  Thank you for commenting and we wish you a great week.  A

Jul 16, 2018 09:14 AM #27
Rainmaker
454,489
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...The Most Informed Agent In The Hamptons!

Hi Ron and Alexandria: This is making such a good point for branding! I have seen stores here in the Hamptons with all the stuff--great windows and fantastic merchandise but they fail because of a name that no one can understand or pronounce. It is a mistake that is repeated and repeated over and over again!!

Jul 16, 2018 11:23 AM #28
Rainmaker
3,781,633
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Paula Hathaway, REALTOR, LBA Thank you for your comment.  I remembered we had a investor/developer client who was French.  His first name was Laurent, and many agents pronounced "lowrent".  He was so happy when he ment us, because we did not call him low rent!  LOL A

Jul 16, 2018 12:12 PM #29
Rainmaker
24,287
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

I only have one thing to say... Englebert Humperdinck

 

 

Of course Tom Jones was more famous!

Jul 16, 2018 03:37 PM #30
Ambassador
863,231
Lynn B. Friedman
Atlanta Homes ODAT Realty Call/Text 404-939-2727 Buckhead - Midtown - Westside -- and more ... - Atlanta, GA
Concierge Service for Our Atlanta Sellers & Buyers

Ron and Alexandra Seigel 
Your teaching is so clear and positive - thanks. I certaily would have said PAY SAGE thinking it was the plant SAGE. I speak another language besides English, but clearly not French - LOL. All the best - Lynn

Jul 16, 2018 08:29 PM #31
Rainmaker
572,496
Mike McCann - Nebraska Farm Land Broker
Mike McCann - Broker, Farmland Broker-Auctioneer Serving Rural Nebraska - Kearney, NE
Farm Land For Sale 308-627-3700 or 800-241-3940

I am always different... Paysage is easy to remember for me.

The other truck in the photo was Federal Express...aka FedEx

Paysage is most likely getting ready to go shorter with PaSa in the near future...with a catchy logo...

Hey...it could happen!!  

Jul 17, 2018 06:47 AM #32
Rainmaker
3,781,633
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mike McCann - Nebraska Farm Land Broker we appreciate people who are different and see beyond the obvious.  However, most people don't look beyond the obvious.  A

Jul 17, 2018 08:13 AM #33
Rainmaker
3,781,633
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lynn B. Friedman We have as a nation vary few people who speak another language.  We do not realize that speaking another language enriches us tremendously.  A

Jul 17, 2018 08:16 AM #34
Rainmaker
1,976,858
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

I had no idea what it meant or it's origin. It would have meant nothing to me.

Jul 18, 2018 07:08 PM #35
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