Branding Moment: A Brand Analysis (No Couch Needed)!

By
Services for Real Estate Pros with Napa Consultants

If you are going to come up with a brand for your real estate marketing business, be sure that: 1.)It attracts your target market, 2.) It has a genuine differentiator like a niche or a specialty, and 3) a good story behind it.  This is a basic guideline!

 

Ron and I happen to be a perfect target for the bottle of olive oil pictured above.  We often buy special olive oil for ourselves and for our "foodie" friends as gifts for birthdays, Christmas or Hanukkah.  We liked the bottle and the color of the label, however, we did not buy it.  Here is our reasoning.

 

The name "Bare" meant nothing to us.  Seeing that the olive oil originates from Portugal. I looked up the translation of "bare" from Portuguese to English.  What came up is "barge."The word "bare" is used as part of many URL's.

 

In English, the word "bare" is not one we would choose for a luxury product.   Wanting to be fair-minded, I found their beautiful website.  What the company means by "bare" is nothing added just the olives are in the bottle.  It mentioned their wonderful aged trees and the care they put into maintaining the quality.  This idea is no different for any fine olive oil.  One presses the olives and puts the oil in a bottle.

 

The words "gluten free" also made no sense to us.  Olives have no gluten, and olive presses are made solely to press olives.When we lived in Northern California's wine country, we visited the Community Olive Press in Sonoma County that presses olive oil for wine country residents at .75 cents per pound.   No gluten ever touched that press, which was the insinuation that the site made, when it came to differentiate themselves from the olive oil competition. 

 

It took us all of 5 seconds  to decide not to buy this brand. It did not resonate with our standards. For the same price, we can purchase a bottle of Organic Extra Virgin Olive Oil from one the finest Olive oil producers in Italy.

 

Use this as a simple guideline to analyze why a service or a product appeals to you or does not.  It will help you understand the power of branding, and the importance of getting it right! 

 

You want your target market to say: "Yes, I want to list my home with this individual or team!'

 

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. Fred Griffin 11/28/2018 11:47 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Luxury Real Estate
Luxury Home Agents
Bartender, Make it a Double
Old Farts Club
Tags:
luxury marketing luxury real estate personal and company branding

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Ambassador
3,581,795
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- I love how you walk us through your analysis. Each of us can do that with items that we are considering purchasing. The first thing I noticed was the "gluten free" mention on the label. It made me think that someone was just marketing to the masses who are tuned into things being gluten free. 

Nov 28, 2018 05:43 PM #21
Ambassador
3,977,414
Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

That was a good analysis. I like to buy olive oil from Italy though I know there are many other good varieties.

Nov 28, 2018 06:12 PM #22
Rainmaker
3,279,786
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning again Alexandra and Ron. Ironic that after your analysis you opted for it. To me it was clear and appealing right from the git-go.

Nov 29, 2018 06:45 AM #23
Rainmaker
4,047,577
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheila Anderson Not ironic at all.  It hit your preferences, and that is not wrong or right.  We all have differing tastes and aesthetic lies. I just shared why I would not buy this bottle of olive oil, and how the decision is made.  This is what makes the world of branding a fascinating subject!  A

Nov 29, 2018 06:53 AM #24
Rainmaker
4,047,577
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD let me know if you figure out why you did not like it.  Happy Thursday to you.  A

Nov 29, 2018 06:54 AM #25
Ambassador
1,687,043
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Ron and Alexandra Seigel I figured it out - the label  reminds me of a an "in-house" store brand. Nothing remarkable.  I guess I prefer a more traditional look to olive oil labels. Hahaha. 

Nov 29, 2018 08:24 AM #26
Rainmaker
4,961,931
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thanks for sharing this experience. They have an interesting message on their website:

Bare Foods came to life by a mix of ingredients that are increasingly scarce in today’s world. Friendship, origin and purpose. Friendship of people that lived and travelled the world sharing experiences, adventures and learnings. A strong sense of origin since we were born in Portugal and enjoy the Mediterranean cuisine from early on. And a passion for authentic, healthy and original food ingredients, giving us a purpose for this journey that we are now sharing with you.

Nov 29, 2018 10:36 AM #27
Ambassador
3,581,795
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

                    

                                Thank you, Ron and Alexandra. 

Dec 01, 2018 05:13 PM #28
Rainmaker
3,640,585
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Ron and Alexandra Seigel,

I was so glad to see Kathy Streib feature your post on her "Ah-Ha" moments for the week and thought I'd commented on your post but I hadn't. Excellent analysis and shows us all why you are so good at what you do!

Dec 02, 2018 05:57 AM #29
Rainmaker
4,603,763
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
"Franklin MA Homes"

Good morning Ron and Alexandra Seigel (A).... one error with branding could lead to the loss of many commissions... the flavor of your branding should be detected throughout all of your marketing materials in your pre-listing presentation....

Dec 02, 2018 08:13 AM #30
Rainmaker
4,047,577
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Barbara Todaro You are a 100% right, and success depends on consistency, and we know you are a master of consistency.  And that is one of the aspects of your focus that makes you successful.  A

Dec 02, 2018 08:17 AM #31
Rainmaker
4,047,577
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dorie Dillard CRS GRI ABR  Thank you for your kind words.  We are truly appreciative and delighted that you enjoyed our post.  A

Dec 02, 2018 08:18 AM #32
Rainmaker
4,047,577
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib Thank you for featuring us in your Sunday list of AHA moments.  Wishing you a delightful Sunday.  A

Dec 02, 2018 08:19 AM #33
Ambassador
1,687,043
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Glad to see this in Kathy's weekly list. Well deserved. 

Dec 02, 2018 08:23 AM #34
Rainmaker
2,120,181
Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents
Lyon Real Estate - Sacramento, CA
Put 40 years of experience to work for you

I laugh at all the "gluten-free" products that would never contain gluten anyway. People can be such suckers.

Dec 02, 2018 10:41 AM #35
Rainmaker
2,667,047
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

As somebody who has benefited from coaching and also being on my own, I see both sides of the coin, so to speak. I like the whole metaphor. :)

Dec 02, 2018 10:14 PM #36
Rainmaker
1,297,486
Kat Palmiotti
Grand Lux Realty, Monroe NY, 914-419-0270, kat@thehousekat.com - Monroe, NY
The House Kat

Interesting! Before I read your words I looked at the photo and thought, "Wow, why would this an example of good branding?" As I looked at it, I thought BARE meant boring, haha.  There was nothing interesting about the label. And I saw the gluten-free and said HUH? I thought olive oil WAS gluten free.

Anyway, then I read what you had to say and realized it was an example of branding that did not connect with the target audience. Phew.

Dec 03, 2018 03:30 AM #37
Ambassador
3,027,640
Chris Ann Cleland
Long and Foster REALTORS®, Gainesville, VA - Bristow, VA
Associate Broker, Bristow, VA

I must be the target of this olive oil company.  I knew immediately what that label meant and perked up.  

Dec 03, 2018 10:36 AM #38
Ambassador
3,786,031
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra

I enjoyed the analysis and the lesson. I wasn't convinced by the label or their story to buy it. And what does Superior have to do with it?

Jeff

Dec 05, 2018 08:05 PM #39
Rainmaker
105,638
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

Yes, I agree, the name does not make sense to the intellect, nor the gluten-free note.

The color of the label is not attractive and you cannot sense the richness of the oil inside.

I think an American advertising group did this for the company.  The best and only aspect of this bottle for me at least is that the oil is from Portugal. 

Dec 06, 2018 09:04 AM #40
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