As brand strategists in the luxury real estate industry our aim is to help you identify and hone your unique “brand signal” so it is crystal clear. Your brand signal is the message that you broadcast to your target market (verbally, graphically and through action) that conveys your extraordinary promise of value (EVP).
If your brand signal is indiscernible, weak or mixed you are missing a tremendous marketing opportunity to connect, in a meaningful way, with your ideal clients and with your entire potential referral base, for that matter. Think of tuning into a radio station. You are either on signal (crystal clear) or off signal with some degree of static, or have no signal at all. You know you have succeeded in broadcasting your unique brand signal when virtually anyone within your marketplace can recognize you in a nanosecond simply by glancing at your yard signs, your ads, your postcards etc.
Test out this phenomenon of a strong brand signal for yourself. After reading the first 11 words of this iconic song (read the caption under the picture above), can you can name that tune and the singer who made it popular?
Can you hear him singing it in your “mind’s ear”? In your mind, can you hear anyone else singing it? That is the potential power of your brand signal!
“You may have heard Dean Martin sing, “That’s Amore” in the movie, “Moonstruck” (1987). But, the song originally debuted in 1953 and was nominated for an Academy Award that year. The brand signal is still strong, today.
Simon Cowell of American Idol and X Factor fame defined this brand signal phenomenon perfectly: “The sign of a great artist is when you shut your eyes, you know who is singing”. We strongly encourage you to take a moment to watch the British X Factor video below, of Che Chesterman, a newcomer who will leave an indelible impression in your mind’s ear after just one impression.
Think of Adele, Whitney Houston, Barbara Streisand, Sting, Seal, and Rihanna. In just a few notes you know exactly who is singing. Which artist brand signals do you recognize within just a few bars of music because their signals are crystal clear?
Is your luxury real estate brand signal crystal clear?
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.