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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, 3) a good story behind it.

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 me.  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 Pressin 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 basic guideline to take a moment and 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 you!