What is in a name?  It should be everything!  When you select a name for your personal or company brand (apart from your own name) it should be the summation of your brand values, what you stand for and also your brand personality. Your logo, which contains your brand name, is a symbol that should be the distillation your entire brand story. It is the starting point of telling your brand story.  Therefore, branding is really the art of storytelling.

As brand strategists for the luxury real estate industry naming a company is one of the most exciting parts of our job.  The art of naming a brand involves part logic and part intuition. First we conduct a strategic brand analysis in which we assess our clients, their marketplace and their ideal target clients.  After this extensive “discovery process”, which is very analytical in nature, we switch to our left-brain, engage our creativity and open ourselves to be inspired. 

It is truly a magical experience when we develop a brand name that fully tells the brand’s story in a Nano-second. If it is spot-on it not only resonates with the individual or company we are branding, but becomes indelible in the minds of their target market. 

In a previous post we announced the launching of Cornerstone Coastal Properties,our Fort Meyers, Florida client who decided to go independent rather than renew their franchise agreement. After completely rebranding the company that is comprised of 50 agents, something amazing occurred. 

Many people who did even take notice of their previous brand have said, “We see your signs everywhere”.  Two homeowners approached them to list their multi-million dollar estates that would not have considered hiring them before, just based on a new perception of the brand and the new brand story. 

Branding is storytelling.  And, it all starts with the right name!

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. 


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