Luxury real estate personal and company branding is an art. But, it is also a science, as it requires a considerable amount of research and objective analysis to get it right. What is at stake when you nail a luxury brand? A healthy share, if not the lion’s share of the business as you achieve top-of-mind status in your marketplace or a niche therein. That is the benefit of studying up-and-coming luxury brands.
On a recent trip to Rome, Italy we studied many of the Italian up-and-coming brands as well as some of the global brands that also have store fronts on the same famous shopping streets. Some of these brands are well known, but not as famous as the majors like Ferragamo, Gucci, Pucci and Valentino.
So much creative energy goes into creating a great brand identity, the logo, the packaging and the store design, etc. But, does that symbol summarize the essence of how the brand stands apart from its competition that is right next door? Does it tell the entire brand story that engages you as a luxury consumer to want to “join” the brand and become its brand ambassador? Does it tell you what the brand stands for so you can readily identify with it? Does it quickly communicate its brand values so you know if you are a match to them or not?
These are some of the questions that you need to ask yourself about your own brand as a luxury real estate marketing professional or company. That is, if you are truly interested in gaining or sustaining market leadership.
Join us for a quick trip along two of Rome’s famous shopping streets, Via dei Condotti and Via del Babuino. See if you recognize some of the up-and-coming luxury brands. [Click Here to Watch the Video If it Does Not Appear Below]
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