Branding Moment: Telling It Like It Is!

In crafting a brand, we are adamant about creating a great impression to the right audience. A first impression is what captures someones attention when looking to buy or list in real estate or in any other profession.  The message has to be clear, easy to understand, and in an nutshell, Telling It Like It Is! 

Our recent visit to see our friend Jane, owner of Carpinteria Wines, led us to trying a new Pinot Noir.  Pictured above is the back of the label.  We both appreciated that it was easy to read, and we could easily find the alcohol content instead of taking a magnifying glass to find it.   They also gave credit to the cooperage (i.e) the barrel maker. Plus, the winery took time to explain their brand name, TIMBRE!

Here is the front label, and we both liked the brand name and the subtitle of Opening Act, for this Pinot Noir!  We bought it, enjoyed it, and recommend it.

Here are the winemaker's notes:

"The mix of Pinot Noir clones are co-fermented to create a wine that brims with red roses, strawberry and cranberry, but also offers cola and earthy components. The palate has a gorgeous weight and just a kiss of oak from the handful of once-used French oak barrels we slipped into the blend."

Is Your Real Estate Message Telling It like It Is?

Branding Moment: The Decision Making Process that Lead to a Yes!

In crafting a brand, we are adamant about creating a great impression to the right audience. A first impression is what captures someones attention when looking to buy or list in real estate or in any other profession.  It also applies to products and how we make decisions.  

Decisions are not necessarily made solely consciously,(stats and endorsements) but also unconsciously (the gut feeling).  Quite often if we are smart, we will take that gut feeling and honor it by perhaps delaying the decision or nixing it.  A brand that is well crafted will attract the right person to it. Here is an analysis of a simple buy.

Pictured above is bottle of olive oil from a Turkish producer named Nefiss. This is how it ended up in my pantry. 

I am always interested in learning more, and to that day I had not tasted Turkish olive oil. I usually favor Italian or California olive oil.

I was attracted to it based on the design of the bottle, (attention to details).  

I read the little card attached to it describing the family and their story of the care and age of their olive trees in Turkey, (I like supporting family enterprises).

I was impressed that there was a sample of their balsamic vinegar on the bottle in the same shape as the bottle, (congruity in design and a sign of a generous spirit).

I found it in the take out store of Industrial Eats in Buellton, California.  We both admire the owners who are even more finicky than we are, when it comes to excellent products for their restaurant, and the products they sell...They became a subtle endorser brand.  In other words,  I trusted their judgment. 

Even, if I did not like or use olive oil, I would have bought it for a friend who does, based on my impressions. We all have an abundance of dominant impressions that guide our decision making.  When I ask people what led them to hiring someone, they come up with many of the thoughts I mentioned, and others that govern their decision making.  Quite often, the gut rules, because it is the least biased impression!

Have you ever analyzed your decision making process?

Branding Moment: Just One Glance, That's All it Took!

Unlike the brand I discussed on Tuesday, in our Branding moment, this one took just one glance, just one nanosecond to figure what this company does, a mobile grooming salon. I liked the brand name, "Petpourri" a take off on the word "potpourri: A mixture of dried petals and spices placed in a bowl to perfume a room. In this case, they cater to cats and dogs, clearly stated. And, the phone number is easy to read!

When we write these posts, it is with the intention to inspire those real estate companies and agents to elevate the look and feel of their website, to make it user friendly and give the client/customer a wonderful experience while browsing your site. This is our goal with every client/company we work with.

Branding Moment: It took 30 minutes to Understand this Brand!

When we write these posts, it is with the intention to inspire those real estate companies and agents to elevate the look and feel of their website, to make it user friendly and give the client/customer a wonderful experience while browsing your site.  
Once again we were stumped by this brand, and what their slogan meant (pictured above). And below is the brand logo.

It took me 30 minutes to figure this out, and I had to visit several sites to gain  an understanding. Finally, I found their site.  The site's first offerings are Tshirts with their logo and slogans. Below are beer pack of offerings.  

By surfing links, I was able to find their unique reason for existence.  The beer featured on this truck is described as:" Cashmere hops are joined by their juicy tropical aromas of citrus, pineapple and coconut.." It is one of their sub-brands of the Stone beers company.

Bottom line, think of the client's experience, when seeing your website.  Keep it simple, keep it clear and easy, do not make them guess!  Most people would have given up after the first manifestation of their social page...I would have!

Branding Moment: Simple, Subtle and Special--The Wow Factor!

When we write these posts, it is with the intention to inspire those real estate companies and agents to elevate the look and feel of their website, to make it user friendly and give the client/customer a wonderful experience while browsing your site.  

From our point of view that is worth more than all the  search optimization you could pay for. The wow factor results in word of mouth marketing, which is much more powerful and result driven. These are the principles we adhere to in our branding and design work

I really loved this ad Van Cleef & Arpels created for their latest ring, known as Frivole between the fingers ring!  If you look closely, at the mirror polish gold, you can see the reflection of the lady bug!  

Here is the description from their website, where you can see this creation up close; "Like so many flowers dancing in the breeze, the Frivole® creations by Van Cleef & Arpels stand out with their graphic and airy aesthetic. Mirror-polished gold bestows a singular radiance upon heart-shaped petals." 

The ad is simple, subtle and special!  If the reflection of the lady bug in the ring had not been there the ad would not have had that same impression! Details however minute completes the brand's statement of attention to detail.  If you take time to peruse the website, you will notice the ease of navigation, and the clean look and feel of it.  

Is Your Real Estate Practice a Work of Art?

The late great Steve Jobs believed that, like works of art, Apple computer chips should be signed by those who created them. While few customers ever saw the signed chips, the creators had a tremendous sense of pride about their work. If your real estate practice was a product would you sign it? Is it a work of art?

Recently, we enjoyed a pizza at one of our favorite restaurants, Industrial Eats, which is located about one hour up the coast from Santa Barbara, in the wine country.  It is worth the trip because the pizza there is the closest we have found to the best pizza in Italy. 

Before heading home, we each ordered espressos. After one sip we looked at each other with the exact same thought in mind: this was the best espresso we had tasted in he USA!  We looked for the server to ask if we could purchase some coffee to take home. She was at the massive espresso machine that looked like it was custom designed, imported from Italy and signed by the manufacturer, Salvatore.

Once we got her attention she told us that Salvatore is a local Italian craftsman who both restores and creates custom-built espresso machines for restaurants and home use by coffee connoisseurs. He also sources the coffee, composed of three kinds of beans, that he has roasted per his exacting standards.  It is called Tri Colore (like the three colors of the Italian flag-green white and red). 

The next week we drove up the coast again just to meet Salvatore and his lovely wife Wendy who welcomed us with open arms, literally! They enchanted us with stories about Italy. And they showed us around their showroom/workshop while we sipped on espressos that Wendy artfully made for us.  We learned that they lived in our favorite Italian town of Florence where Salvatore made buckles and other metal elements for handbags and shoes for luxury goods companies like Ferragamo.

We wondered, in our age of automation and Artificial Intelligence, if Salvatore is the last of a dying breed of fine craftsmen who see their work as art, worthy of their personal signature. Or, were we witnessing the beginning of a new trend, spurred on by people seeking refuge from too much time in front of digital screens? 

Salvatore informed us that many of his customers are creating “coffee rooms” vs. “media rooms” that are more conducive to the art of conversation. Salvatore’s spectacular custom-designed espresso machines and delicious coffee are certainly conversation pieces. They tell a great story that resonates with those of us who truly appreciate, signature-worthy fine craftsmanship.

Is your real estate practice a signature-worthy work of art? 

Branding Moment: A Touch of Drama Is Memorable!

We enjoyed the creativity of this print ad in one of the current issues of Architectural Digest promoting their artist editions of sinks by Kohler.  And we appreciated the dramatic setting, the beauty of the model-and her costume.  A touch of a dramatic flair done right makes this ad memorable!

The sink is made of white porcelain and covered with a special glazing method which was inspired by master potters.  We have included a link, so that you can see it up close on the Kohler site.

We are firm believers that great real estate home photos should have a dramatic flair to attract potential buyers.  For instance, one of our clients here in Santa Barbara, started the photos of the home on his site of his recent listing with a picture of the outdoor patio— the fire pit lit, overlooking the ocean at sunset.  

That was the very picture the buyers fell in love with, and subsequently purchased the home!  They saw themselves sitting there with a glass of wine! That memorable touch of drama turned into the sale of this home!

Branding Moment: No Guessing--Clear Messaging!

Communicating clearly and succinctly as to what you do in real estate or any other profession on whatever medium works for you is essential when promoting yourself, in a brochure, on line, on the web or on the road as this truck pictured above does.

 In our previous post, we shared an image of a truck with a confusing message. The image of the truck above kept us guessing. SB AV (Santa Barbara Audio Video did not assume that those reading knew what AV meant. Then, they listed their services... We would definitely call them or suggest to someone their service based on the clarity of their message!

There is a big difference between clarity and obfuscation (def as the action of making something obscure, unclear, or unintelligible)!

Branding Moments: Brand Positioning or For Adults Only!

Although many individuals in every profession including real estate believe that a brand is colorful logo that has their name, picture, or company name it, a brand is so much more than that. If you want to build a strong brand,  you have to claim a place in the marketplace that consumers/clients are attracted to.  

In other words,  where do you fit in the mind of someone looking to employ your services in real estate? If you don't tell your potential client how you want to be seen (with a brand and a differentiating principle), you are just another real estate agent in the pond.

Pictured above is an example of brand positioning.  Many of us associate peanut butter,  with childhood.  Some of us still love peanut butter or other nut butters.  By positioning their nut butters for adults only, this Oregon based firm has come up with some  interesting combinattions that appeal to the adult palate, as well as favorites of old (Classic Salted Peanut Butter and Hazelnut Chocolate Spread/Nutella).

Just for fun, I compared the nutrition facts label on Nutella versus Eliot's version. Eliot has 4 carbs per one tablespoon serving vs Nutella's 11 and 1/2 carbs for one tablespoon. Since we are mindful of carbs we ingest, those numbers alone would have me buying Eliot's adult Hazelnut Chocolate Spread.  

Our mantra for our clients is "stand out or bow out!" If you don't find or claim your position in the marketplace, you will be just another agent sitting on the shelf hoping someone will pick you. 

First Rule of Marketing: Know Your Market Inside Out!

We are always amazed when marketing questions are answered with generalized advice.  The first rule of marketing is know your marketplace.  Each market is distinctly different, even in the same city or across the street from the community you work in.  No one size or strategy works for all.

One of the most  common advice given is Print is Dead, don't waste your money!   That may be true for some communities, but it is not true for Santa Barbara County.  Pictured above it the Santa Barbara Independent publication. And the other side in the Santa Ynez Star.  Santa Ynez is a small city (population 4,418) with large ranches and vineyards. The savvy agents (those who make money and have listings) know that this works for them.

The Santa Barbara Independent Real Estate has created a front page for the real estate section by adding its banner on the back cover, so it looks like two publications in one.  It is so popular that I noticed the pile dwindling as we were having lunch at Superica, last Thursday. 

The paper  comes out every Thursday without fail.  It is distributed to every retail area, restaurants, hotels, and every newsstand, etc. I counted 28 pages of real estate inventory. . Santa Barbara population including the independent cities is (100,000) .We also included the Santa Ynez Star showing the back cover page with real estate ads.

This morning at the Baker's Table, in Santa Ynez, I noticed that people were picking up their coffee and pastries as well as the Santa Ynez Star.  In both of these instances, print has value in marketing the property as well as the agent and their brand.

In one of the communities we work in on the East Coast, our clients promote their listings every week in their weekly paper.  The other agents do not because they know better--"print is dead", they will tell you with great certainty.  Guess who has the lion's share of listings in this community?  Our clients keep getting listings on a regular basis... 

Know your marketplace inside and out.  As we work around the country, we know that newspaper ads may not work in your neck of the woods, and we also found that videos are rarely viewed in other locales. We have also learned that glossy magazines are well received in certain communities.  All those generalizations mean nothing, unless you research and find out what works and what does not.  You will be surprised.  In marketing, one size does not fit all.

Branding Colors: Can You Hear The Sound of Color?

We are always fascinated by color combinations can work together and catch our attention.  We both have often remarked that certain colors speak to us.  And in our real estate related branding work we research the colors that our clients like that speak to them.   

As we delve into working with color combinations, we will ask our clients: "does this speak to you?"  It has to resonate, or as defined in the dictionary to relate harmoniously to that client or company.

Recently I read a book about people who actually hear in colors.  This is called synesthesia.  Not all those individuals are necessarily musicians, some are artists, and some are not.

People with synesthesia related to music may also have perfect pitch because their ability to see/hear colors aids them in identifying notes or keys. The colors triggered by certain sounds, and any other synesthetic visual experiences, are referred to as photisms. (Wiki)

Wassily Kandinski, a Russian artist, was known for his abstract paintings and the use of bright colors as pictured above in this photo of the Church of St Ursula (public domain photo).

Although he was not a musician, he talked about the sound of color.

"The sound of colors is so definite that it would be hard to find anyone who would express bright yellow with base note, or a dark lake with the treble."

"Color is the keyboard, the eyes are the harmonies, the soul is the piano with many strings. The artist is the hand that plays, touching one key or another, to cause vibrations in the soul."

And here is my favorite quote,

"Lend your ears to music, open your eyes to painting, and... stop thinking! Just ask yourself whether the work has enabled you to 'walk about' into a hitherto unknown world. If the answer is yes, what more do you want?"

Can you hear the sound of color?

Branding Moment: The Unique Value Proposition Hooked Us In!

We rarely follow guidebooks when choosing a restaurant when we travel.  Most of the time, we will ask a local, or our hotel concierge, or we more often than not, we let our intuition or branding nose guide us.

After several hours of walking in Paris, it was lunch time.  We walked into Lavinia, a wine store just to explore.  As we looked up, we noticed they had a restaurant, on the second floor. (pictured above) When we got up there, the host told us they had great food, and showed us the menu which we liked. 

As I (A) looked up I saw this sign on a blackboard pictured above.  Translation: We serve all our wines at the store price.  In other words, unlike other restaurants, there is no markup on their retail price. And there it was their unique value proposition which hooked us in.  And you can also see that same statement on their red wall in the restaurant.

Here is the unique value proposition defined:
Also known as a uniqueselling proposition(USP), your UVPis a clear statement that describes the benefit of your offer, how you solve your customer's needs and what distinguishes you from the competition.

Of all the restaurants we have eaten in globally, nationally and locally, this was a first. Some had a wine store as part of their premises and they had the usual mark-up. 

By the way, our lunch was delicious as promised as were the wines our waiter suggested. We were so glad we arrived early, because within 10 minutes of us sitting down, the place was full with the local business people.  Next time we are in Paris, we look forward to having another meal there. 

Will your unique value proposition hook your market in to do business with you?

Luxury Marketing At Its Best: A Color Palette of Possibilities!

Sometimes, you can create a superb marketing piece using the whole spectrum of colors, instead of focusing on just your brand color.  I took this photo in Milan of the *Hermès store window to illustrate this point. 

The only visible brand color in this display is the orange purse in the upper left corner.  Would you have guessed this is Hermès, if I had not revealed it?

*Hermès International S.A., or simply Hermès is a French high fashion luxury goods manufacturer established in 1837. It specializes in leather, lifestyle accessories, home furnishings, perfumery, jewellery, watches and ready-to-wear. Its logo, since the 1950s, is of a Duc carriage with horse. Wikipedia  

Branding Moment: Not so Puritan Taboo Slogan near Hot Springs Rd!

Ron and I spotted this truck from Puritan Bakery with its slightly racy slogan of "Best Buns In Town". The word "puritan" means: one who practices or preaches a more rigorous or professedly purer moral code than that which prevails.  The slogan can be interpreted in so many ways. We leave that to your imagination. 

The juxtaposition of the truck with the exit of Hot Springs Road was a moment of synchronicity.  We were wondering if they were going to take the Hot Springs Exit to deliver best buns to the Von's grocery store there...They did not!

According the their website, which has an image of a man in a Puritan costume and slogan, this is the secret to what makes best buns:

Puritan Bakery is committed to baking our bunsand breads the old fashioned way -- the way you would if you were making bread from scratch at home. Because of this commitment, we still use a sponge and dough process, rather than the faster and cheaper brew dough, straight dough or modified sponge systems. The sponge and dough process takes 7 hours, but we believe that the best things are still worth waiting for.

This brand caught our attention and gave us a chuckle.  We will remember the name, no doubt about that.  The bakery started in 1930, and they are still going strong. The right market is still buying.Just like in Real Estate, there are many brands and markets for each one as long it lasts.

We would definitely mention them if someone asked us what kind of hamburger or hot dog buns to buy. Their baking method is impressive.

However, we are not their customer.  If we are going to indulge in bread of any kind, we would buy artisan bread made locally.  

Branding Moments: Is This a Case of Brand Identity Crisis?

In branding, it is of paramount importance to define who you are as a real estate agent, or company, what you do, as well as who your intended target market is.  A brand identity becomes the core foundation of your strategy and marketing.  

Pictured above is a building that we drive by frequently.  Clearly based on the description, we are not their target market.  We have plenty of tools we may need, and if we needed something in the tool world, we would stop at Ace Hardware, which is around the corner...

Recently, we noticed a new bright yellow banner sign on the back of the building.  It reads, "We Are Not Just A Tool Store".  So what are they besides a tool store!  This sign adds to the confusion. No explanation is given?   

Is this a case of brand identity crisis?

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?

Branding Moments: Lost In Translation in Beverly Hills!

When it comes to branding strategy, creating a mystery can sometimes work and be a point of attraction for one's target market.  Here is an example of a new brand we saw, that created a mystery for us. No doubt, plenty of creative thinking went into this, however for us (who live and breathe branding), this was lost in translation!!

This past Tuesday, we drove down to Beverly Hills for our monthly visit. After enjoying a cappucino, we decided to scope out the other side of the Golden Triangle to see what was new and interesting.  

Pictured above is a new large corner store painted dark gray. Was the dark gray mimicking the granite walls of El Capitan at Yosemite National Park? Is that why the store is named Y/OSEMITE!

We parked on Brighton Way side to get a closer look. Here is the Brighton Way side continuation Y/OSEMITE side of the store.  The fire engine red building with the black awning reveals the answer with an actual store front and a door to come in (pictured below). Now that red could not possibly refer to our National Park.  

It was hard to read what to expect within.  Pictured below is the answer to what Y/OSEMITE is selling.

Y/OSEMITE

JAMES PERSE PERFORMANCE BRAND

Jame Perse's new performance brand is what is being sold in this store.  Or simply put this is another name for a luxury athletic clothing brand!  We solved one mystery!  And if we were not students of brands, we would have simply moved on and not given a hoot about this store.  

We knew we would be leaving Beverly Hills before the store would open, so we checked out the website.  The clothing was nice comparable to Lululemon, and AloYoga in pricing.

When it comes to clothing, we both prefer window shopping, rather than walking into the dark unknown.  Although we both are fond of the mystery genre when it comes to books and movies, this approach left us cold.  We still don't know why Yosemite was chosen as a name.  And why was the letter Y separated with a forward slash from the rest of the word?   For us, this was definitely lost in translation in Beverly Hills!

Branding Moments: Is Your Message Lost In Translation?

When it comes to branding and marketing strategy in luxury real estate, or any other real estate niche, we have always preached that your brand has to be so clearly defined that it is easy to understand and remembered by anyone in your marketplace. This fundamental aspect of branding applies, even if your potential buyers/sellers are not at the moment interested in buying or selling a home.  Branding done right needs no explanation, let alone translation.

Pictured above is a business advertisement we spotted while strolling in the small wine producing village of Gevrey-Chambertin in France (population 3084 in 2015).  There is no need to translate what this business does, and who they cater to.  

Is Your Message Lost In Translation?

Luxury Real Estate Marketing Essentials: The Win/Win of Snail Mail Care!

Every so often, it is very nice to receive snail mail.  Pictured above is a photo of a card I received over the weekend.  This is someone, I (A) do business with, because she is outstanding and incredibly thoughtful.   A couple of years ago, she moved from Northern California to Texas.  Thanks to the Internet, I can still order merchandise from her. 

Every so often she sends me a special card thanking me for the business I give her.  She knows I like to travel and Italy is one of my favorite countries to visit.  This card depicts a type of scene I treasure and look forward to when we travel to Italy.  This is a perfect way to stay in touch and show snail mail care!

Can you feel the love and care?

Branding Moments: Does This Brand Have an It-Factor ???

Last week we wrote a post discussing the “it Factor” . Today, as I was perusing the wines at Whole Foods, I was drawn to take another look at this bottle.  The brand name is J N S Q. This brand represents the first letter of theFrench phrase for the It-Factor, "Je Ne Sais Quoi."

In researching this wine, I was amused by the press release for it, and I quote:

"Introducing the first rosébrand created for millennial women that doesn’t talk over them, or down to them. JNSQRoséCruis an easy-to-enjoy luxury wine created in the classic French style and crafted from premium California grapes, giving it both a timeless elegance and a modern attitude. This unprecedented approach to winemaking– and the name gracing the beautifully curvaceous bottle – were inspired by today’s young women setting the world on fire on their own terms, with a certain jenesaisquoithat’s hard to describe but undeniably irresistible."

“Millennial women and older Gen Z’ers are bringing back an appreciation for quality, craftsmanship and functional beauty,” said Lynda Resnick, vice chair and co-owner of The Wonderful Company. “JNSQwas created specifically for these women and the milestones they are celebrating in their blossoming and exhilarating lives. It’s a wine made with that same shared quality of jenesaisquoithat makes each of these ladies unique, memorable and unstoppable.” 

It is priced at $29.00.

If you have followed our blog, you know that both Ron and I enjoy wine.  I cannot recall one instance, when someone (male or female) has talked down to me, either in a wine store locally, worldwide or at any winery  I have visited. 

Before reading this press release, I was very sure that wine was a non-gender libation.  I enjoy drinking wine with my husband, and my friends of all legal drinking ages, genders, denominations and political affiliations. The concept of a his/hers wine would never enter my mind!

When I read this post to Ron, his response was that he felt this was an insult (perhaps unintended) to women in general of all ages, women wine makers, sommeliers, growers and all the women who are involved in the wine industry.  And I agree. 

What is your opinion?