A Graphic Brand Identity Without Context Is Not A Brand!

When we craft a graphic brand identity as brand strategists for the luxury real estate industry, there is always a purpose behind the design.  The purpose provides the CONTEXT for the brand.   The purpose is threefold:

1) To express your unique personality, priority values and core strengths; 

2) To clearly state your extraordinary promise of value (in words and symbols) so that your target market instantly understands that you are the best match to their values and most pressing needs, and;

3) To SHARPLY CONTRAST YOU in relationship to your competition.

The process of designing the graphic brand identity is very exciting when you keep this context in mind.  Many talented people can simply create a a graphic brand identity for you. Without CONTEXT, it is not a brand. It most likely will result in an under performing graphic brand identity and thus, a colossal missed opportunity.

Taking our own preconceived ideas out of the equation, listening to YOU intently, and then staying true to YOUR essential nature (and the nature of your marketplace) is our guiding design principle. We practice this discipline by taking the time to quiet our minds and attune to Nature itself as often as possible.

We wanted you to have a visceral EXPERIENCE, right now, of this guiding design principle, not just an understanding of the words in this post. So, we went into our own backyard to photograph an exquisite transformation of Nature. The bottle-brush trees are bursting forth and putting on quite a show.  There is simply nothing on earth quite like this! Enjoy!

And, remember that your own brand, to perform its function to the fullest, must reflect the CONTEXT we define here. 

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.

Are You Keeping The Doors To Your Wisdom Unlocked?

“Preconceived notions are the locks on the door to wisdom”

— Mary Browne-Tennis Player

Preconceived Notions are opinions that are formed without adequate evidence.  Recently, we read someone’s reasons as to why luxury real estate as a niche is not viable.  This individual listed facts, which are true to some degree:

• Luxury properties take longer to sell
• You have to spend more marketing dollars
• Rich people expect print ads which don’t work
• It takes a long time to make money in luxury real estate.  

These opinions are based on preconceived notions and not based on thoroughly researching the facts on the subject.  Here are the facts based on our experience working with some of the top luxury agents and teams all over the world:

• When a home is priced right, it sells as fast as any properly priced home.
• Every home regardless of price deserves professional marketing
• Print ads have varied results. However, the costs are proportionate to the commission earned, i.e. as a percentage of your overall marketing budget. Strategically crafted print ads can be an excellent opportunity to promote YOU.
• Time spent learning the Language of Luxury is an investment that pays handsome dividends over time.

The trouble with preconceived notions is that they play a role in limiting one’s growth as an individual, and as a businessperson.  They are also an easy excuse or a shortcut to avoid independent thinking. People often assimilate other’s opinions and tout them as their own especially when those opinions are popular among a circle of friends.

Preconceived notions turn into limiting beliefs that prevent you from doing new things. Take the time to think independently and research the facts!  Keep the doors to wisdom unlocked! 

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.

Credibility Markers: Or How To Acquire Raving Fans!

The first encounter with your luxury real estate brand, whether it is an ad, a postcard or your website, is your first opportunity to build your credibility. New clients and potential referral sources are on the lookout for credibility markers.  These are indicators that your brand is a match to their values and their needs.  Credibility markers, when tallied, determine whether or not, you will win them over as raving fans.

Yesterday, we had an appointment in Westlake, which is an hour away from our home.  The day before, we researched and found a restaurant in close proximity to our meeting called Lemonade.  The location itself was the first credibility marker for us, because it is situated in a lovely outdoor shopping center, owned by a developer we respect for his aesthetic and his tenant selection.

The color scheme of Lemonade’s website is beautiful and its mouth-watering pictures of the food on the menu is tantalizing.  The website also clearly articulates the brand’s EVP (extraordinary promise of value): “a modern marketplace serving a colorful bounty of seasonal California comfort food in a bright cafeteria setting.” These were additional credibility markers, because they resonated with our values and met our needs.

When we walked into the restaurant, we were immediately impressed.  The place reflected the website’s presentation of the brand accurately.  The food looked as good as the pictures on the site, and was delicious.  The staff encouraged us to taste their offerings prior to ordering.  They even asked us if we had any food allergies, which was yet another credibility marker.

Obviously, Lemonade acquired us as raving fans.  When we tallied up all of their credibility markers they won us over.  We naturally wanted to endorse their brand, because it was a match to our values and needs. 

Do Your Credibility Markers Help You To Acquire Raving Fans?

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.

What is Luxury in 2016?

As the economy goes through its machinations and new generations become affluent consumers attitudes about luxury change.  That is why, every so often, on the Language of Luxury, we take a fresh look at the meaning of luxury. 

At Starbucks, you can buy a cup of coffee for $2.00 (smallest size). Or you can (at some locations) request that they use their The Clover® Brewing System made with their “reserve”, beans (e.g., Ethiopian) for $4.00 for the same size cup. 

The Clover® Brewing System prepares a single cup of coffee, made-to-order, that is unlike anything you have ever tasted. We were extremely impressed by the wonderful aroma and flavorful nuances of the coffee that we tried with this method. If you are a coffee connoisseur this is a must experience!

To understand luxury in 2016, we pose this question:  Why would someone pay double or even triple the price for the same amount of coffee? The same size cup at McDonalds costs $1.39?  Factor out whether or not you can afford the most expensive cup of coffee and the answer becomes clearer.

For 81 cents more you can enjoy the atmosphere in Starbucks that you cannot find at a McDonalds fast food restaurant. For some that atmosphere is a luxury. Aesthetics and an upscale environment can be the deciding factor.

For those willing to indulge themselves in an elevated olfactory and gustatory experience, at double the price, this delectable Clover coffee sensation is well worth it.  Once you have had this experience it may be hard to go back to coffee brewed using other methods.

Affordability often clouds one’s assessment of the essence of luxury. Starbucks has built an empire on the concept of “small indulgences” because luxury is relevant and not entirely out of reach for many consumers.

Luxury can be a rarified atmosphere or an indulgence of the senses both of which can had for a premium.  But, you can also take a quiet walk in nature right after it rains. Listen to the sounds of a babbling brook, smell the fresh clean air and taste the wild strawberries.  That luxury is free!

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.

The Ultimate Aim of Brand Strategy: Winning At The “Listing Table”

3-Minute Video Case Study

On A Market-Leading Santa Barbara Team

Getting to the “Listing Table” in the first place is the first goal of brand strategy for luxury real estate marketing professionals.  Whoever achieves top-of-mind status in their marketplace or a niche therein has the greatest chance of getting that all-important job interview.  But, winning at the listing table is the ultimate goal.

What if you were able to instantly demonstrate that you market your competitor's listings better on your website than your competitor does on their own website?  That is something that we help our clients achieve when they are challenging a vulnerable market leader.  

When we work with an incumbent market leader, however, our job as brand strategists is to make sure they out-distance their would-be challengers by demonstrating their superior marketing savvy and their extensive track record.

Many times, home sellers make up their mind about which agent or company to hire BEFORE the interview.  That is why it is imperative that your website becomes your “silent sales person” demonstrating your extraordinary promise of value before you even arrive at the listing table.

Here is a case study of an incumbent marketing leading team in Santa Barbara, California, headed by Kerry Mormann, known as “The Land Guy”.

““Thank you, thank you, thank you!!! Thank you for your patience, gentle & consistent reminding and positive encouragement. We are very busy and finding the time to work on our team branding and new website felt ominous so thank you again for the support and guidance.””

— Kerry Mormann & Mary Elliot, Kerry Mormann & Associates

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.

Which Comes First? The Logo Or The Brand, The Horse In The Cart?

If you are looking to developing a personal or company brand as a luxury marketing professional you need to know which comes first, the logo or the brand.   Some designers, advertising agencies, web developers, marketing firms, and public relations firms claim to do branding, when they are actually referring to logo design.

How can you create a graphic representation of a brand when you don’t know what the brand stands for, i.e., its brand position? A logo is not a brand.  It is like putting the cart before the horse.  You may wind up with a cute design or even an image you like.  But, the logo will not do its job as a definitive statement of your brand.

The brand statement is a distillation of an extensive discovery process to determine the extraordinary promise (EVP) of the company, or person. The process is a review of a company’s or an individual’s visions, core values, preferences, goals, and experiences. It also includes a thorough analysis of the market place as well as the competitive landscape.

Determining the nuances of a brand’s personality is another part of the discovery process.  This is one of the criteria used in choosing fonts and colors, which also have to be in harmony with the target market.  All these actions create a precise expression and impression designed to attract your ideal clients.   

When this process is finished and agreed upon this information is then relayed to the graphic designer with specific art direction.  The designer can then expand upon the concept that eventually becomes the logo that communicates what the brand stands for in the mind of the target market.

Which comes first?  The Brand And Then the Logo, The Cart And Then The Horse!!

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.

Does Your Slogan Trigger Interest And Differentiate You?

An excellent way to differentiate yourself from your competition as a luxury real estate marketing company or professional is to come up with a slogan that reflects both your market and your brand personality. 

The best slogans communicate the benefits of your brand for your target market.  This can also spark interest and demand for your services.  We noticed this slogan on the box (pictured above).  “Ripe to You” are three words, that tell the story.

The box contained packages of “Mini Me” mandarins.  This product also has a slogan that emphasized its unique benefits, “Great Flavor is Just A Peel Away ®”. 

Does Your Slogan Trigger Interest And Differentiate You?

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.

Take a Stance! Position Your Brand to Attract “Value-Matches” - Part 1

In the context of your luxury real estate marketing practice, what is the most important core value that your personal brand stands for in the minds of your target market?  What does your company stand for? How does that value differentiate you from your competition? Can you state your core value in just a single word?

The vast majority of luxury real estate marketing professionals and companies do not clearly articulate their brand’s position in contrast to their closest competitors.  As a result, they miss the greatest marketing opportunity of all.  That is, concentrating solely on attracting and cultivating those prospects and loyal clients who are a “VALUE-MATCH” to their own core values.

Trying to win over those with whom you are not a value-match is a waste of your time and money.  We marvel at those agents who try one sales technique after another, techniques that simply cannot work because they are using them on prospects that are not on their wavelength to begin with.

Define your brand position. Then, take a stance! Watch how quickly your ideal prospects and supporters identify themselves while the others gravitate elsewhere.

In Part 2 of this article series, we will discuss a veritable master class in “brand positioning” that is taking place right now on the world stage.

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.

Subtle Brand Details Can Make An Indelible Impression !

If you want to be top of mind in luxury real estate marketing, you need a brand that instantly communicates who you are.  Incorporating subtle details in your brand identity that evoke positive emotional connections to known elements in the minds of your target market can create an indelible impression.  Here is an example of a local brand that does just that!

One of our friends recently ordered an on tap Hoppy Poppy beer, which we learned is a beer made in Santa Barbara.  As an expert, she declared it a winner.

A few days later, we saw the beer on the shelf in the market.  The label is lovely and screams California.  The poppy flowers pictured is the California poppy, the state flower.  The colors are bright and summery. The picture looks like a watercolor evoking handcrafted, rather than machine crafted.  The name relates to the fact that it is brewed with poppy seeds. 

The name of the company brewing Hoppy Poppy is Figueroa Mountain.  Figueroa Mountain is one of the highest mountains located in Santa Barbara County, in the Los Padres National Forest.  It is known for the magnificent wildflowers display found there, which includes the California poppy.

Does your brand have subtle details that evoke positive emotional connections to known elements and  can make and indelible impression?

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.

Is Knowledge Power?

“Any fool can know. The point is to understand.”

— Albert Einstein

Luxury real estate marketing professionals are regularly inundated with marketing information and techniques. Knowing these techniques may give you knowhow, but without an in depth understanding of your particular target market, it will not empower you to win them over as clients.

Each luxury real estate marketplace is unique. What is relevant and works in one community does not necessarily work in another.  Here are two examples:

In the downtown area of Boston, two communities within blocks of each other are distinctly different in terms of the home buyers that are attracted to live there.  The Back Bay has a traditional feel vs. the South End, which is more contemporary.

Billboard marketing is an effective means of luxury real estate marketing in the Napa Valley, California.  One of our market leading clients has several billboards along the wine route. These billboards are effective.  Her phone rings with new business and her top-of-mind status is maintained.  In the neighboring City of Sonoma, this would not work.  However, in parts of Sonoma County along Highway 101, billboards bring in substantial business to real estate agents.

Is Knowledge Power? It is important to stay up to date with marketing ideas and techniques. Power comes from understanding the mindset of the people in your marketplace, their lifestyle preferences, attitudes, and aspirations.

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.

Apples or Luxury Real Estate: 5 Ways To Make Your Brand Stand Out !

If you are going to be top of mind in your luxury real estate market place, be sure that your brand stands out, and you are who you claim to be! Here are 5 ways to stand out:

Yesterday, we noticed a big bin of these apples brightly packaged.  They stood among the rows of beautiful apples the market was offering.  The packaging drew us in.  Here are the 5 ways this new brand of apples stood out:

1. The EPV, extraordinary promise of value: “ An exotic sweetly tart apple with intense flavors.™” In our opinion, this describes a perfect tasting apple.

2. The playful slogan: ”Seduce life with Kanzi® apples.”

3. The colorful transparent packaging: This symbolizes authenticity (what you see is what you get!)

4. The provenance: Grown in the State of Washington, known for its outstanding apples

5. The heritage: A natural cross between a Gala apple and a Braeburn apple, discovered in Belgium

And when we tasted it, we were delighted. It was a perfect tasting apple!  This Kanzi® apple is now top of mind in our world.  And we love promoting it!

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.

Common Courtesy: An Uncommon Idea That Can Enrich Your Life

How do you feel when your calls or emails are not returned when you are attempting to create new high-trust relationships?  Do you give the person the benefit of the doubt that the timing of your value proposition may not right?  Do you conclude that you may not be a match, and just move on? Or, do you take it personally?

Recently we reached out, both by email and by phone, to several broker-owners (and managers) of top luxury real estate firms to introduce ourselves and set up face-to-face meetings while we were traveling on business in their town.  We communicated our EVA (Extraordinary Promise of Value) very succinctly. We let it be known that we only work with one company within a given marketplace, although we may work with several agents in the same area providing that they work in non-competing niches.

We had only one free day on that trip to schedule these meetings and actually set up three of them. Most of the broker-owners or managers took our calls. One was just too busy to meet but helped us connect with some agents. Another, one said that he was not interested at this time.

Some did not respond to our email or our calls.  But, one broker-owner of a top independent firm called from out of the country, while on vacation to say, “I am calling to give you the courtesy of returning your call” even though he was not ready to discuss engaging our services at this time.  His was a class act!  It was instantly obvious to us how he and his partner (his wife) set the tone for their company to achieve $2 billion dollars in sales two years in a row.

We always respond to the phone calls or email (providing our name actually appears in the salutation) of those who clearly communicate their value position, even if we are not interested in becoming a customer or client. There is no excuse not to jot off a quick email or text that says, “sorry, too busy right now to chat” or, “thank you, not interested at this time”.  And, it makes everyone feel good (even you).

Common courtesy apparently is not that common. It is an idea that not only can set you apart from your competition, but also enrich your life!

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.

Attract More Business By Discovering Your “Inner Hero”

One of the true luxuries of life is discovering your own resourcefulness, your “inner hero”. As a luxury real estate marketing professional look for ways to become a local hero. It is a great way to become better known in your community and thus expand your potential referral base, because you will gain a reputation as a problem solver. But, more importantly, you will gain more certainty of your abilities. 

Here is an example of someone who discovered her inner hero by becoming a local hero.

The water hyacinth may look like an undamaging, even gorgeous flowering plant. Actually, it is an invasive aquatic weed that clogs waterways throughout the world. 

Water hyacinth is one of the fastest growing and virulent plants known. When not controlled it will cover lakes, rivers and ponds and dramatically impact water flow. Left unchecked it blocks sunlight, starves the water of oxygen, often killing fish and can become a prime habitat for mosquitos that can spread disease.

In Lagos, Nigeria it has stopped commerce, interfered with schooling and disrupted daily life.  But, one woman, a “green entrepreneur”, Achenyo Idachaba, saw an opportunity to turn weeds into beautiful woven products.  

Schooled in the USA, this modern “alchemist” returned to her native country and discovered a way to transform adversity into prosperity.  She orchestrated communities of workers to dry the plants and create rope, furniture, handbags that generated revenue. 

Discover your inner-hero, your inner resourcefulness. That alone can help you attract more business.

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.

Is Your Logo Eligible For A Copyright © ?

Does your luxury real estate logo consist of simple geometric shapes or text? If so, it may not meet the threshold of originality needed for copyright protection and could end up in the public domain. 

That is the case of Airbnb, the website where people list, find and rent lodging. Airbnb has over 1,500,00 listings in 34,000 cities and 190 countries.  It started in 2008 and has experienced hyper-growth due to its very clear, simple and easy to understand value proposition.  Their logo may be over-simplified but their messaging, i.e., their slogans are spot on.

In the past 18 months Airbnb has introduced the new logo that they call “the Bélo” which stands for belonging and their slogan “Never a Stranger” to reinforce the notion of belonging.  Their magazine is called “Pineapple” which is a classic symbol of the intangible assets we appreciate in a home: warmth, welcome, friendship and hospitality.

Conceiving of slogans or taglines is one of the biggest challenges in strategic branding. The process of developing a slogan for our clients in the luxury real estate industry is no different than crafting a slogan for a major global brand.  It involves the distillation of their unique promise of value into just a few words.  One word is even better and a contraction of that word, like “the Bélo” is a stunning feat of branding!  But, make sure your logo is eligible for a copyright.

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.

Marketing You After The Sale: A Smile Worthy Closing Gift!

As a luxury real estate marketing professional, it would be a good idea if you give closing gifts to choose one that will make remind the buyers of you.  We have always felt that the best closing gifts are the ones that keep giving, growing and smiling.

This lovely potted house will be a conversation piece, and no doubt your name will be brought up.  It will continue marketing you long after the sale of the home. We spotted this delightful planting at our favorite garden art and nursery, Woeste's in Los Olivos, in the Santa Barbara Wine Country.  This would look great at the entry way or on a patio.  

Happy Tuesday,

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.

2016 Theme: Always Bring The Best Version of You To The Game, Part 2!

The inner-game of luxury real estate marketing centers on consistently bringing the best version of YOU to the game.  Whenever you are on a listing presentation, negotiating a transaction, showing property or marketing yourself, you ALWAYS have the choice of which version you to bring.

One of the best techniques we have seen for consistently playing at your “A-Game” level is inspired by retired athlete, Steve Nash, of the Phoenix Suns (and most recently of the L.A. Lakers).  Whenever he was up for free throws you could see him visualizing making the baskets and going through the motions, in between the actual shots.  He would do this while the players were coming on or off the bench and the refs were getting ready to give him the ball. 

What is amazing about this technique is just how much time there is to practice your A-Game.  We are debunking here the myth that “there just is not enough time in the day”! You can practice your A-Game in your mind while you are in the shower, while you are on the “throne”, while you are brushing your teeth, on and on!

The results will show up in the quality of the actual time, the action part of your day. By upping the quality of your action hours, you will gain more energy and make more money, which will afford you more free time. We challenge you to test this for your and let us know how it goes!  Just keep reaching for the best version of your self and bring that to your game!

Part 1   Part 2   Part 3

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.

2016 Theme: Always Bring The Best Version Of Yourself To The Game!

In January 2015 we declared that “Vitality” was the theme of the year and indeed it was. In 2016 our annual theme is inspired by one of our heroes, Kobe Bryant, who is retiring from a stellar basketball career this year.

In a recent TV interview Kobe spoke of his current role as a teacher to his fellow Lakers and summed up his advice in very simple terms: “Always bring the best version of yourself to the game!”

From our perspective, your career is your game.  Many see their work life as just a means of survival, to pay the bills. We see our career as a vehicle for self-discovery, self-actualization and our way of empowering others to win their game.

We believe that human beings do have a choice as to which version of themselves is brought to every situation and every interaction they have with others. This applies even to times when you are alone.

In fact, the art of bringing the best version of you to the game could very well be the most rewarding game of all. It is a game that takes practice, so you might as well have fun playing it.  That means giving yourself credit when you win at it and not being hard on yourself when you miss the mark.

So, as usual, we invite you to join us on the adventure of applying this year’s theme.  Let us know how it goes!

Part 1   Part 2   Part 3

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.

Get Your Facts Right!

Recently, we dined at a restaurant that featured “Israeli Za’atar Marinated Pork Skewers on their menu and we were dumbstruck by the incongruence of such an offering.  Was this a brazen attempt at political “incorrectness” as part of their brand strategy to be edgy?  If not, they could have used the word "Mediterranean instead of 'Israeli'". Or, was it simply not getting their facts right?

Za’atar is an herb mixture of dried oregano, thyme, marjoram mixed with toasted sesame seeds and salt (and often other spices such as sumac). Variations of this condiment are popular throughout the entire Middle East.  Pork is restricted in Jewish dietary laws (in the Hebrew Bible) and also in Islamic dietary laws (in the Muslim Quran).

We objectively concluded that it was ignorance for this reason based on our branding logic:  If edginess was part of their brand position this core value would be reflected throughout their entire menu and décor. And, it was not.

Alexandra’s father was a shrewd negotiator of oil leases in the Middle East where he worked for several multinational oil companies as a consultant. He was known for his impeccable integrity and fairness.  He was often offered bribes, which he flatly refused.

Once he was asked if there was anything that could be offered to him that would sway a negotiation in favor of one side.  And, he answered, “Yes!  I will fix the situation in your favor if you bring me a pound of kosher bacon”.

The guilty party felt elated seeing a clear path to victory for his side. He then proceeded to contact the head rabbi in the area to find out where he could obtain some kosher bacon. He left embarrassed, but with tremendous respect for Alexandra’s dad.

The moral of the story for luxury real estate marketing professionals:  Get your facts right because people are not as dumb as you may think they are.

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.

Sustain Your Vitality Over Time: Find a Purpose! Part 2

Align Your Passion & Your Brand Story to

Give Yourself the Competitive Edge

What if you could get up each morning totally fired up with passion and eager to dive back into your business of marketing luxury real estate? Align your passion with your brand story and give yourself the competitive edge!

If you are a fan of Shark Tank, you may have seen the episode about Sarah Oliver Handbags.  Creating her hand-knit evening clutches and mini-purses started as “cottage industry” but not in her own home.  After a successful trunk show she was inspired to establish a unique knitting circle, paying a group of residents at The Redlands senior community in Mill Valley California to create the material for the bags. They are now known as the “Purlettes +1” (one guy).

Without any hesitation, Sarah received funding from three of the Sharks who instantly saw the potential for growth based on this awesome “doing well by doing good” brand story.  They saw the potential of a huge market of customers who would want to  “join her brand” by proudly wearing the bags as a vehicle for self-expression of their own values. 

The Sharks also saw this as a “statement” of Shark Tank’s core values: ingenuity and resourcefulness, entrepreneurship at its best!  These bags are made in the USA capitalizing on a previously untapped workforce who not only appreciates the opportunity to contribute in a meaningful way, but also derives a sense of enhanced self-esteem because they are being productive.

Find a Purpose. Fuse your passion with your luxury real estate marketing practice and watch your practice to soar!

Part 1

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.

When Brand Perception Matters More Than Quality

We have seen many highly qualified agents from independent real estate firms lose listings to lesser qualified agents associated with big global brands simply because the homeowner preferred to have the yard sign of the global brand posted in front of their house.  If you cannot immediately convey your extraordinary promise of value and pick independent thinkers for clients, that can be your fate, too!

Recently, we were in Trader Joe’s and observed a customer deciding which sparkling wine to buy for a Holiday gathering at her retail store in one of the very affluent neighborhoods here in Santa Barbara.  She wanted to buy a cheap sparkling wine and pass it off as “Champagne” (only wines from Champagne can be called Champagne).

The choice was between a TJ private label rosé ($9.95 per bottle) and an equally priced French sparkling wine from the Burgundy area. She opted for the French wine, even though our TJ wine expert friend told her it was not even close in quality to the rosé. It was more important to impress her customers with ambiguous French label than offering a quality experience.

We had just tried the rosé based on his recommendation and it was actually quite good. This wine was one of those great, rare bargains for which TJ’s is famous.

Alexandra even stepped in to endorse our friend’s recommendation and stated that she is no stranger to Krug and Dom Pérignon. The decision to go with the French brand was based solely on the TJ label, i.e., band perception mattered more than quality.

She thanked Alexandra and said she would buy it for herself.  But, she needed to keep up appearances. Who was she fooling? Instead of offering the pretense of Champagne, why not serve eggnog and lace it with the best rum that money can buy?  That would have saved her more money and made a lasting positive impression.

Brand perception matters.  That is why, if you are an independent, you absolutely must know your extraordinary value proposition and seek out independent thinkers as clients.

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.