Branding Moment: Is It Time to Bring Your Brand Into the 21st Century?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

www.luxuryrealestatemarketing.com

In crafting a brand, we are adamant about creating a great impression to the right audience. A first impression is what captures someones attention when looking to buy or list in real estate or in any other profession.  Every so often (15-20) years, a brand may need to be refreshed.  

 

Sometimes, it is a change of fonts, a brightening of colors while maintaining the well known identity. UPS 2003 change gave it that 21st Century look. (We have included a link to their logo history and images).  

 

Although we think this brand clearly expresses their services, we think they could us a bit of a makeover.  This company is over 15 years old.  At the time those colors were the "in" colors, and we remember the process blue as the "it" color, as well as that "screaming mi mi green" for many new businesses.  We are not suggesting that they change colors, just tone it down, and make their service icons more legible and less artsy, and bring it into the 21st Century.

Is it time to bring your brand into the 21st Century?

 

 

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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Ambassador
3,928,968
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- we all get so used to seeing the things that we see day to day and they become familiar to us. We forget that times passes and sometimes those things need to be refreshed. I love your idea about perhaps utilizing the same colors but giving them a 2019 feel. 

Nov 05, 2019 01:22 PM #25
Rainmaker
4,530,223
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib even great brands need to be refreshed.  I saw one today that did something wonderful.  I need to do some research before posting it.  A

Nov 05, 2019 01:28 PM #26
Rainmaker
1,252,482
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - Congrats on the feature! Your visual hits home. It does need updating.  

I chuckled when I saw your take on the UPS logo.  My husband was a 36-year senior staff member for the UPS SEC District.  We were on a cruise through the canal when we heard there was a huge announcement. My husband heard rumors of a buyout for those close to retirement. All news was a day old and we could not find out the "news".  Well, it was the logo change. It was 4 more years before he could retire. LOL!  

Nov 05, 2019 06:09 PM #27
Rainmaker
2,575,063
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

You make a good point about updating brand, just like we do most every other aspect in our lives.  Green has been in for awhile.  I think it would be nice to see a change to an ocean blue!

Nov 05, 2019 06:23 PM #28
Rainmaker
2,575,063
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

CONGRATULATIONS Ron and Alexandra, on having this blog FEATURED in the PHOTOS group!

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Nov 05, 2019 06:25 PM #29
Rainmaker
2,970,168
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

I remember those colors, I thought they were long gone.

Nov 06, 2019 12:15 AM #30
Rainer
308,427
AndreaBFerreira CRS - SRS - CLHMS
Keyes Co. - Davie, FL
Miami Dade, Broward and Palm Beach County in FL

Like I say... there is always room for improvement.  Just understand the public you focus on it. For instance, a message for younger public will not be so effective for any other group. Congratulations on your post.

Nov 06, 2019 04:50 AM #31
Rainmaker
634,761
Carla Freund
Keller Williams Preferred Realty - Raleigh, NC
Carolina Life RealEstate & Relocation 919-602-8489

I remember their old logo. My dad worked for UPS when I was a kid. It was a good place to work back then for someone who was ex-military. I am going through a brand enhancement now. I'm pretty excited about it. 

Nov 06, 2019 05:07 AM #32
Rainmaker
4,530,223
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® I happen to think that UPS did a great job with updating their brand.  I like that they kept the brown color, and gave the shield a 3D look. A

Nov 06, 2019 10:29 AM #33
Rainmaker
4,530,223
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat Thank you for the feature, we appreciate it as always.  I do think they can keep the same tones of color, just update them to a realistic shade. A

Nov 06, 2019 10:30 AM #34
Rainmaker
4,530,223
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray whoever did their colors did not realize that they are base colors.  Of it they did, they might have wanted to communicate that.  I have no idea what they were thinking! A

Nov 06, 2019 10:32 AM #35
Rainmaker
4,530,223
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

AndreaBFerreira CRS - SRS - CLHMS Thank you for taking the time to comment on our post.  We feel that both the colors of the marketplace and one's favorite colors should in some way be the brand.  There are subtle ways of doing that. A

Nov 06, 2019 10:34 AM #36
Rainmaker
4,530,223
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carla Freund I have a feeling that based on the customer service we have had with UPS in our businesses, that it is a good place to work.  Each driver that we have known has been wonderfully helpful, kind and polite.  A

Nov 06, 2019 10:36 AM #37
Rainmaker
2,474,221
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

I first appreciated "branding" and its depth when I realized and confirmed that no matter which Mcdonalds you went to the food was identical. I reflected

Nov 06, 2019 10:42 AM #38
Rainmaker
3,037,469
Scott Godzyk
Godzyk Real Estate Services - Manchester, NH
One of the Manchester NH's area Leading Agents

Something i need to do. I always think i am always making those tweaks when needed, but it is so busy now, i havent the time. But if it slows will it becuase i didnt take the time? 

Nov 06, 2019 04:34 PM #39
Rainmaker
427,569
Steffy Hristova
HomeSmart Elite Group Tempe AZ Tel: 480-966-9353 - Tempe, AZ
Tempe AZ Realtor - Your Home Close to Your Work!

It was very interesting to see how the UPS logo has changed over the years.And, I agree - the icons on the truck could be a little bigger and telling more at first site not under  amagnifying glass.

Nov 06, 2019 05:23 PM #40
Rainmaker
2,781,108
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I really do think something is on the horizon pretty soon. I’m here for it. I think I’ve expected it.

Nov 06, 2019 09:14 PM #41
Rainmaker
810,269
Kevin Mackessy
Blue Olive Properties, LLC - Highlands Ranch, CO
Dedicated. Qualified. Local.

It's always great to see someone refresh their logo to fit new styles in graphic design.  Especially when it is arguably much better with the refresh. 

Nov 07, 2019 09:21 AM #42
Rainmaker
4,530,223
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Steffy Hristova so many people think branding/logo is very simple.  You just hand it to a graphic designer, and they come up with something one likes..A graphic designer will definitely come up with something pleasant, but will it fit the marketplace or the person like a custom made clothes...A

Nov 07, 2019 11:10 AM #43
Rainmaker
4,530,223
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Scott Godzyk my theory is that you will amp up your notice rate with a new feel that honors the old but acknowledges the evolution...Like replacing a photo!  A

Nov 07, 2019 11:13 AM #44
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