Branding Moments: Do Your Brand Colors Reflect Your Marketplace?

The colors of a brand are part of its identity.  It is the first thing, people notice.  Colors are impressions and they are associated with feelings, impressions and experiences, that the onlooker identifies with or does not.  Pictured above is a scene from Carpinteria State Beach at low tide a week ago.  If we were to do a brand for Capinteria real estate, this would be a palette of colors we would draw from if appropriate.  

In real estate, brand colors should  include and reflect the marketplace of the real estate agent and or company.  These colors can be dominant or subtle.  It depends on the overall strategy and the personality of the agent and the marketplace.  Pictured above are anemones on the reefs which are only visible at low tide.  Their color reminds us of the Tiffany blue.

In real estate, brand colors should  include and reflect the marketplace of the real estate agent and or company.  These colors can be dominant or subtle.  It depends on the overall strategy and the personality of the agent and the marketplace.  Pictured above are anemones on the reefs which are only visible at low tide.  Their color reminds us of the Tiffany blue.

Although we have Pantone color swatches in our arsenal as well as software to help us get the right hues, we find that nature's colors are one of the best sources of inspiration when it comes to getting it right. This is one of the reasons we take so many photos of different flowers, trees, vegetables, landscapes, seascapes when we travel of our client's marketplace.   Pictured above is another rich palette of colors to choose from.

Pictured above, that section of orange red is part of a sea star (formerly known as starfish) that has tucked itself in among the mussels and other crustaceans.  In our area, we have seen burgundy sea stars, yellow ones and these reddish orange ones.

Whether one uses just one or two colors depends on the overall strategy.  For one of swho sells land as his niche, we tested the dirt color and used it as one of the brand color with an accent of orange (his favorite color). We added a hand drawn illustration of the California Oak which is the signature tree on those large ranches, vineyards, and estates he sells throughout the tri-county area.

Using brand colors that reflect the marketplace is another way to communicate your authenticity.  Remember colors are a form of perception that people identify with and are attracted to.  Do your brand colors reflect your marketplace?

Luxury Brand Strategy: Is Privacy the New Luxury Expenditure?

This question was posed at the e-luxe conference in Paris.  What many of us don’t realize is that every time we interact in a digital environment such as: TV, mobile phone, the World Wide Web, and social media, we create a digital footprint (some have dubbed it a digital tattoo). Wikipedia defines it as “the size of a person’s ‘online presence’ measured by the number of individuals with whom they interact.”

When social media came on the scene, many rushed to make and interact with as many friends as possible without discriminating as to whom they were associating with.  The theory was: it is free, and perhaps something will come of it, the more, the merrier!  Fast forward to 2013, we are all realizing, that we may have given too much information in return for “free”.

In an article written by Jeffrey Lambert, titled, How to Erase Your Digital Footprint,

Mr. Lambert says, “Like stepping in wet concrete, these trails we unwittingly leave behind can be tough to erase. With the rise of identity theft, corporate tracking, and the ability of “Big Brother” to access our private data, it is more important than ever for Internet users to be aware of how past and future data can be erased and controlled more effectively.”

One of the recommendations he gives to understanding your digital footprints are several tools, when added to your computer will monitor what Google gathers in terms of data to allow them to search and target advertising. 

“Download the free software offering Google Alarm, created by F.A.T. Labs, which is available for both Firefox and Chrome browsers. This add-on will notify you each time you are sending data to Google. Just make sure you disable the sound option for this. I jumped out of my chair the first time the (very loud) alarm went off, and kept going off almost every time I visited a new site.  Unless you have a serious love for air horns or are trying to induce a heart attack don’t forget to do this!”

Go ahead and read this article for additional suggestions for monitoring your privacy.  In the end the most expedient and time saving procedure may be paying someone to switching your concrete prints for some cloud light slippers.

Written by Ron & Alexandra Seigel-

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