Brand Strategy: Brand Names, When Less is More!

Services for Real Estate Pros with Napa Consultants DRE00893924

Choosing the right name for your personal or company brand can help you achieve a strong competitive advantage. One name brand strategy can help you to reach top-of-mind status in your marketplace, as a luxury or other real estate marketing professional. 


Many celebrities have been successful at doing this, including Oprah, Cher, Madonna, Beyoncé, Rihanna, and of course, there is Adèle.  We are not suggesting that you must change your name or the name of your company to a single word. 

The one-name brand reveals three important branding principles that are definitely worth understanding and applying. 

  •  SHORT NAMES ARE EASIER TO REMEMBER:  A one-name brand makes it very easy for your target market to remember you. Therefore, when you chose or change your brand name keep this principle in mind: Make it as easy as possible for your target market to remember you after their first encounter with your name


  •  SINGLE-WORD BRAND NAMES ARE INIMITABLE: Once you stake claim to your single word as your brand name, it makes it difficult for someone else in your marketplace to copy you if they want to stand out.


  • CONVERTING A COMMON NOUN INTO A PROPER NAME COMMANDS INSTANT ATTENTION: If your one-word brand can be converted from a common noun to a proper name it can immediately grab the attention of your target market. 


A name like Sting or Seal simply cannot be ignored because it is such a departure from the norm.  You hear the name once and it sticks in your mind. 


Sting, Seal  and Adèle were born in England. Sting’s original name was Gordon Matthew Thomas Sumner. Seal was born Seal Henry Olusegun Olumide Adeola SamuelIt.  Adèle's full name is Adèle Laura Blue Adkins.  


All three had the good sense to condense their names to a single word. If you can do the same, you could have a distinct competitive advantage in your real estate marketplace.


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Written by Ron & Alexandra Seigel-






—Ron & Alexandra Seigel, Managing Partners


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— Ron & Alexandra Seigel, Managing Partners 


Comments (33)

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

Roy Kelley Alwas happy to share our nuggets, and we wish you Dolores and you a wonderful day.  A

Dec 07, 2021 08:17 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Ed Silva Apple was named for the Apple Farms where Steve Jobs picked apples to earn a living.  It is a wonderful name because the word has so many connotations, like the apple of knowledge, and the tale of Newton having an apple fall on his head. A

Dec 07, 2021 08:19 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kat Palmiotti it does become unforgettable and part of every day speak.  A

Dec 07, 2021 08:20 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Good morning Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400  We like both of those artists and have their albums.  Adele, too. A

Dec 07, 2021 08:23 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Wayne Martin perfectly said, in our commercial real estate practice, we were known as The Seigels...A

Dec 07, 2021 08:28 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bill Salvatore - YVP Blog you are the Taco king in my mind...A

Dec 07, 2021 08:29 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander, Broker I love the less is  more concept.   I like editing and making sure that the message gets through without all the fixings. A

Dec 07, 2021 08:31 AM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

yes I agree brilliant indeed Ron and Alexandra Seigel I was told to do this way back when the internet first came to play and we were picking a name for our website - So glad this was Featured 

Dec 07, 2021 10:42 AM
Tony Busanich
TD Bank - Freehold, NJ

Hi Ron & Alexandra, very interesting post. While i was read your post i was thinking of two great company names, Smucker's and Caterpillar not sure why. 

Dec 07, 2021 10:48 AM
Buzz Mackintosh
Mackintosh REALTORS - Frederick, MD
“Experience, reliable, leadership”

Our sign has been a great brand for us. Every one says " We see your signs every where!" 

Dec 07, 2021 10:55 AM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - I completely agree with this.  It is so much easier to remember.  Less is more.  I have a name that rhymes (not always spelled correctly haha) but so many people tell me that my name is easy to remember. 

Dec 07, 2021 11:13 AM
Aura Alex
Co-Founder, CloseMyDeal, LLC - Seattle, WA
Transaction Management Services

Great post! No doubt "branding" is key to marketing, and it helps further when you see the cute little green gecko and the mouthy white duck for Geigo and Aflac commercials.

I shorten my full name from "Auranutia Rammachat Na Lampang" to "Aura," not for branding (at the time) but for survival purposes! Can you imagine signing my full real name on a check?!! 🙃

Dec 07, 2021 11:32 AM
Anna Banana Kruchten CRS, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ

I so agree - less is more, lots more and so much easier to remember!  Really good post you two! Of course my brand has been known for many years and it also brings a smile to faces to this day.

Dec 07, 2021 01:59 PM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good evening Ron and Alexandra Seigel ,

Another exceptional post..well deserved feature. Keep it short and simple and you'll stay top of mind for sure!

Dec 07, 2021 03:52 PM
Paul S. Henderson, REALTOR®, CRS
Fathom Realty Washington LLC - Tacoma, WA
South Puget Sound Washington Agent/Broker!

Those British names could have killed a career before it ever got started Alexandra 🙂

Dec 07, 2021 10:30 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Hey Alexandra, I also think of NIKE, TESLA and many others same story one word... Too late for me but gratefully everyone thinks of me when it comes to Land in Los Angeles:)Endre

Dec 07, 2021 10:55 PM
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hello Ron and Alexandra Seigel, less is more when it comes to brand names, Coke was the first one I thought of. 

Dec 08, 2021 06:05 AM
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

Yikes, you can see the watermark in that hero image...  The brand name is important but only as far as you keep it polished and professional Ron and Alexandra Seigel 

Dec 09, 2021 03:18 AM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Adele's full name--now that's a good trivia question!  Thanks for the informative post as always.

Dec 12, 2021 01:38 PM
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

I had completely forgotten about my first branding idea until I read this post!  In the beginning of my RE career, my former married name was Stuhlsatz.  Youza!  I promptly asked my daughters if they cared if I returned to "Green."  Of course they did not, which I was overjoyed as that would be much easier on a sign.  BUT, lest you think my story is over, I had serious thoughts of writing "Jan, Just Jan" since that's my full name!  Of course that didn't win in my mental brain competition, so I just added my middle initial for clarity against all other "Jan's" who shorten their names. Maybe I should have used "Jan Leigh" to be different?  At any rate, I stuck with my full name with middle initial to be clear.  Clear, but boring!

Dec 13, 2021 10:20 PM