In a time-starved world you only have a Nano-second to capture the attention of your target market and make an indelible, favorable impression about your brand. The first impression must convey the distillation of your marketing message, a message that immediately distinguishes you from your competition. If you are successful your target market will identify with your brand, want to learn more, and eventually want to “join your brand”. 

Distillation is the key to this process; it is the name of the game in personal or company branding in luxury real estate and in all businesses. In this article series we will explore the various components of a brand messaging and how the concept of distillation comes into play for each component including the brand position, the logo, the business card, the brochure, and the website.

Our experience as leaders in brand strategy for the luxury real estate industry has yielded powerful insights that can and should be applied by any local service professional or local business owner who aspires to achieve top-of-mind status in their marketplace.  In the unabashed pursuit of market leadership you either stand out or bow out.  The key in all cases is to identify an uncontested or under served marketing niche that you can dominate.

Over 90% of our business is “out of town” and that requires extensive travel. Last year we decided to expand the scope of our own niche so that we could also work with other categories of local businesses here in Santa Barbara, thus eliminating out-of-town travel for those projects. Our case study in the distillation of the marketing message is centered on a Santa Barbara acupuncturist named Vishāl.

Follow us through this article series as we explain the steps involved in distilling Vishāl’s marketing message and see how you can apply the principles to your own professional real estate practice. What is your first impression of Vishāl’s logo, imagery and tag line depicted above? What does the message communicate to you without knowing any more information? Who do you think is the target market? Do you personally resonate with the message? Could you potentially be among the target market?