Real Estate Marketing: How to Dominate Your Niche - Part 9

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

How and Where to Use Your Headshot Effectively: The Pajama Syndrome

May 20, 2014

Over the past few years, we have noticed that many agents are not adding their headshot to their business cards. It seems to be a growing trend and a differentiator for many real estate professionals both in luxury and the median market.

From an aesthetic point of view having a photo on one’s card limits the design of a card. The quality of paper has to be of a certain weight, be glossy and have a UV coating, so that the card and the photo looks good. Personally, we are not fond of pictures on a business card, and there are exceptions.

When it comes to the website, the headshot should be on the “about” page, and the same goes for an introductory video, if you choose to have one. If you write a blog, this also is an excellent place for your headshot. But your blog had better have original content unique to your point of view, and not be full of canned content.

Having your photo on every page of the website is similar to the salesperson in a store, who follows you when you are just browsing. It makes one uncomfortable, which is exactly what one client told his favorite agent. “I often search for properties on your site in my pajamas late at night, and I don’t want to see your face on every page, it is embarrassing.”

The website is a self service venue, and a video introduction on the home page, that starts automatically playing is unnerving, and just knowing that it will show up each time someone wants to search, your potential leads will not return. Your competition’s site is a click away.

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

Eight Headshots Do's & Don'ts: The Eyes Are the Windows of the Soul

May 19, 2014

Here is what we have gleaned from sitting in on numerous photo shoots with some of the top portrait professionals, and what you can observe from looking at movie posters when the stars are featured as part of the advertising. The eyes are the “windows of the soul”. Notice that Angelina Jolie’s eyes tell the story of her as the evil character.

Do wear a favorite business outfit, appropriate to your market place, that is comfortable, and you love.

Do use a makeup artist for the shoot. This also applies to men.

Do hire a professional portrait photographer. Interview to make sure you will be comfortable working with that individual.

Don’t strike a dramatic pose, (with your head to the side) remember this is not an audition for a role in a soap

Don’t cross your arms. It is a signal that you are unapproachable and set in your ways

Don’t pose with a phone in your ear. This says, I am too busy for you!

Don’t pose with your dog, cat or horse. This is a case of too much information

Don't pose with your significant other, if they are not in the business with you. Don't pose with your child/children, it confuses the onlooker.

One of our favorite photographers in San Francisco taught us the art of the business head-shot. His business head-shots illustrate these principles, the eyes tell the story. In the photo shoots, he would ask our clients to tell him about their real estate practice, and what they loved about it.

He would urge the smile to their eyes, and this would make the perfect business head shot, and sometime we left it at that. The smile was just in the eyes, the teeth were not needed. The photo would communicate the warmth, openness and competence of the agent.

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

Real Estate Marketing: How to Dominate Your Niche - Part 8

May 15, 2014

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

HOW TO DOMINATE YOUR NICHE

If you cannot be #1 or #2 in a niche, do not compete! Find a niche you can dominate. Then, it is all about discovering the right strategy!

Part 1 l Part 2 l Part 3 l Part 4 l Part 5 l Part 6 l

Part 7 l Part8

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT!

- JOIN THE LOL COMMUNTIY

Real Estate Marketing: How to Dominate Your Niche - Part 7

May 13, 2014

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 7: PICKING THE RIGHT NICHE FOR YOU

Are you spinning your wheels in your current niche and not get getting rich? Or, have you not yet found the right niche? Here is what to do.

Part 1 l Part 2 l Part 3 l Part 4 l Part 5 l Part 6

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Real Estate Marketing: How To Dominate Your Niche-Part 6

May 8, 2014

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 6: THE #1 MARKETING FEAR

The fear of being pigeonholed is the #1 marketing fear. The concern is all about losing out on potential referral business. The key is taking control of how YOU are perceived.

Part 1 l Part 2 l Part 3 l Part 4 l Part 5 l Part 6

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Real Estate Marketing: How to Dominate Your Niche - Part 5

May 6, 2014

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 5: THE IMPERATIVE OF PERSONAL BRANDING

IN NICHE MARKETING

Achieving top-of-mind status is like achieving celebrity status among all your potential referral sources. Personal branding makes YOU eminently more promotable!

Part 1 l Part 2 l Part 3 l Part 4 l Part 5 l Part 6

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

Mind Share Marketing: How to Get A Bigger Slice of the Pie

May 2, 2014

We often hear the same story from agents who want to dominate a niche in their marketplace, but the incumbent market leader intimidates them. Here is their story:

“So and so is dominating this area in listings, they have been in the community for years, and they are well connected. They are not tech savvy. And, their integrity and competence is questionable. They take overpriced listings, and spend lavishly on print advertising. How can I compete?”

What these incumbents have is Mind Share. And, Mind Share precedes Market Share. They understand the importance of visibility in their marketplace, as a means of increasing their Mind Share.

Each marketplace is unique. Visibility on the web is important in some communities, but it is not the end all solution to achieving high visibility. Keep in mind that once a consumer has bought or sold their home, they are not focused on real estate. They are focused on enjoying their lifestyle, and lifestyle is all about the community.

One of our clients in the Napa Valley has a unique form of visibility, which may or may not work in your marketplace. She has billboards at each entrance into Napa. When she promoted a client’s listing (who is a car buff), she bought a billboard at Concours d’Elegance, (a prestigious car show) at Pebble Beach and had gift bags for all the attendees. She sold his home, and gained several buyers in the process.

Maintaining visibility in your community can lead to Mind Share. The more people who know you and think highly of you in your community, the bigger your slice of the pie.

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

CLICK HERE TO SIGN UP FOR THE LIVE ZILLOW WEBINAR

Luxury Real Estate Marketing: How Do I Find My Niche?

May 1, 2014

International_Space_Station_after_undocking_of_STS-132.jpg

As we have been sharing the series on how to dominate your niche, we are getting many comments essentially asking, “How do I Find My Niche?” Here is one aspect to finding one’s niche.

The first one is what we call the broader perspective, as if you were viewing the possibilities from the International Space Station. This is known as outside in thinking, or viewing real estate from the client’s perspective. From that viewpoint, what is something that is missing in your real estate community? What or where are the needs not being met? That is known as the under-served marketplace.

Naturally, this takes time, focus, and dedication: you have to study the trends, the demographics, and the psychographics of your market place, as well as all the current trends and influences of the world at large on your market place. You have to be well versed in every aspect of what is happening. This is when the obvious is revealed. “Nothing is more deceptive than an obvious fact.” Sir Arthur Conan Doyle, author of Sherlock Holmes.

If you recall our series on the Lark Restaurant, they looked at what was missing from a restaurant goer’s perspective in the Santa Barbara restaurant scene. They are catering to what was an under served market place. Understanding this concept is what made Cirque du Soleil, Yellow Tail Wines and Apple a resounding success.

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

CLICK HERE TO SIGN UP FOR THE LIVE ZILLOW WEBINAR

Real Estate Marketing: How to Dominate Your Niche - Part 4

April 29, 2014

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 4: THE #1 MARKETING CHALLENGE

Capturing attention is the #1 marketing challenge for ALL businesses today. But, if you master the fundamentals of niche marketing you will not have to go fishing for clients. The fish will jump in your bowl!

Which Niche Can Make You Rich?

Part 1 l Part 2 l Part 3 l Part 4 l Part 5 l Part 6

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

CLICK HERE TO SIGN UP FOR THE LIVE ZILLOW WEBINAR

Real Estate Marketing: How to Dominate Your Niche - Part 3

April 28, 2014

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 3: THE #1 MARKETING MISTAKE

Learn how being a Jack of All Trades is the biggest marketing mistake. Being a generalist vs. a specialist is the most common marketing trap.

Part 1 l Part 2 l Part 3 l Part 4 l Part 5 l Part 6

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

Real Estate Marketing: How to Dominate Your Niche - Part 2

April 24, 2014

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 2: THE MOST POWERFUL LAW OF NICHE MARKETING

Mindshare precedes market share. Focus on capturing MINDSHARE FIRST. Market share will follow. It must follow according to this law.

Which Niche Can Make You Rich?

Part 1 l Part 2 l Part 3 l Part 4 l Part 5 l Part 6

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

Real Estate Marketing: How to Dominate Your Niche - Intro & Part 1

April 22, 2014

NEW REAL ESTATE MARKETING VIDEO SERIES!

INTRODUCTION: IT'S ALL ABOUT FOCUS!

Identifying and dominating the right niche for your business is a sure-fire route to gain and sustain market leadership. In this series we will preview a new online video course that we developed as an AGENT TRAINING TOOL FOR BROKERS called Which Niche Can Make You Rich? Each video is just 2 to 4 minutes.

We were inspired to create this video course after presenting the topic in a webinar for TRULIA/ActiveRain. When over 1000 people registering within 2 weeks and we were also invited to present the webinar for ZILLOW (May 5th) we realized just how timely niche marketing is to building a thriving luxury real estate practice in our improving economy. Yet, all of the principles presented in our course can and should be applied to any niche you wish to dominate. (Note: Click the link at the bottom to sign up for the live Zillow webinar)

In this video format we are able to include additional, expanded material. And, we are certain that you will find it fun, entertaining and insightful. Enjoy!

PART 1: THE #1 SECRET OF MARKET LEADERS

You can literally go from zero to hero in the minds of your target market, overnight, with the right strategy. Focusing on achieving top-of-mind status, on purpose, is the key.

Part 1 l Part 2 l Part 3 l Part 4 l Part 5 l Part 6

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

True Confession: How & Why We Fell In Love with a Brand! Part 5

April 21, 2014

As consumers we love Nespresso. As luxury brand strategists we salute Nespresso for outsmarting the best American Coffee companies and beating them at their own game in the fastest growing segment of the coffee industry: portioned coffee.

In 1996, Nespresso patented the process of brewing espresso from capsules containing ground coffee. But, North Americans crave larger cups of coffee more so than espresso.

Keurig was instrumental in turning portioned coffee into a $4.9 billion market by licensing their K-Cups to major US and Canadian coffee brands including Starbucks that accounts for over 25% of all K-cup sales. Almost one-half of an isle at CostCo is devoted to selling multiple brands of co-branded K-Cup coffee--IN BULK!

But, here is the downside of K-Cups: They rob Starbuck’s (and other top coffeehouse brands packaged in K-Cups) of their primary differentiator as a luxury brand--freshly roasted coffee that you can get only at their coffee-houses. This created the opportunity for a new luxury brand niche: PREMIUM portioned coffee!

Nespresso, launched the Viruoline system in 2014 expressly to target upper demographic coffee aficionados in the US and Canada. What makes this machine distinct from Keurig and all others is its patented Centrifusion technology. It brews BOTH coffee and espresso with an enormous amount of crema that significantly enhances the flavor and texture of the coffee.

Nespresso, buys only the top 1-2% of the finest coffee in the world--their Grand Cru selection. It is exquisitely packaged; you will never find Nespresso's recyclable aluminum (not plastic) capsules sold in bulk. Their coffee must be ordered by phone or online as a Nespresso Club member. It is not available in stores other than Nespresso's own boutiques. That is how they INSURE THE HIGHEST QUALITY, FRESHNESS AND CUSTOMER CARE!

Swiss-made Nespresso trumped the top coffee brands in North America, creating a new luxury niche which they undoubtedly will dominate. As a luxury real estate marketing professional, how can you trump your closest competitors?

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

A Tale of Alignment: Two Easters, The Pope and the Rabbi!

April 18, 2014

This Easter is an extraordinary time of alignment. It is one of those times when the Gregorian calendar and the Julian calendar are in agreement on Easter dates. Perhaps this is could signal a new era of unity and cooperation, which includes all religions.

My family (Alexandra) celebrated Easter in accordance to the Julian calendar. Here is the logic of the Julian calendar: Christ celebrated Passover with his apostles, therefore according to history, Easter had to follow Passover. Passover started on April 14th this year, thus the dates are aligned this year.

We occasionally watch 60 minutes if the stories are of an uplifting nature. This past Sunday, they profiled Pope Francis and his Herculean efforts to reform the church and re-examine its dated doctrines and rules. Under scrutiny are the Vatican bank’s unethical practices, premarital sex, divorce, acceptance of gays, and more.

Francis has insisted on a lifestyle of a common priest and has asked for his flock to bless him in his leadership role, rather than vice versa. One of Francis’ best friends is Rabbi Sikorka, head of the Latin American Rabbinical Seminary with whom he co-authored, On Heaven and Earth. This touched our hearts and gave us hope. It would be so wonderfully luxurious for all religions to co-exist without strife and appreciation of each other’s values and tenets.

Happy Easter, Passover, and Everything else you are celebrating.

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

Luxury Real Estate Personal Branding: Class Personified!

April 15, 2014

When some people think of luxury they associate the word with a lifestyle of conspicuous consumption, and with being ostentatious, flashy, affected, showy, brazen, flamboyant, and pretentious. This has given luxury a bad name. For us, luxury is about reaching for the best that life has to offer because it is there to be enjoyed by you, not to impress others, and also because it affirms that you can have whatever makes you happy. When in comes to others, luxury is about having class in the way you interact with everyone you encounter, simply because it feels good.

Class is both elegance in style, and excellence in whatever you create. Having class implies that you know how to find the “high road” and consistently choose to take it. Class is not the exclusive purview of the rich and famous. It is accessible to everyone.

As a luxury real estate marketing professional your personal brand is an opportunity to instantly demonstrate that you are someone who has class, and to continuously fortify that fact in the minds of your target market. It is also a vehicle to attract others who have class by making it easy for them to spread the word about YOU to like-minded individuals.

Recently, a previous client of ours, Maurice Tegelaar, a top agent in Sonoma, California, needed a quick augmentation to his website to help secure a very prestigious listing. We were able to re-arrange our schedule and mobilize our team to accommodate his very brief window of opportunity.

A couple days after completing the project we received a hand-written thank you note and a box of chocolate from a local wine country chocatier. Sure, he sent us an email thank you. But this extra touch showed class! It also demonstrated the consistency in his personal branding.

Notice that his brand strikes the perfect balance between formality and informality that exemplifies the best of the wine country. There is no pretentiousness here, just simple elegance. It is a luxury to have Maurice as a friend and it is a pleasure to refer him, with complete confidence, to anyone looking for a great agent in his area of expertise.

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

Friday Fun: Music for Orchids or Experiencing the Joy of Luxury!

April 11, 2014

Luxury comes in many forms. Regardless of the form, there is joy at seeing something unique, and ravishing that give one pleasure. Does it have to be $$$$$$$$$ $uper expensive? We think not. We often visit Westerlay Orchids in Carpinteria to buy orchids for our office or for a gift. The crew has a talent for display, and they outdid themselves with a grand piano adornet with orchids.

Yes, a couple came home with us, (picutred above). Every time we gaze at them, a sense of joy and appreciation will be rekindled reminding us what nature offer us on a daily basis. For us it is luxury in its purest expression.

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

True Confession: How & Why We Fell In Love with a Brand! Part 4

April 10, 2014

A well-built brand consistently reflects what the brand stands for and the brand’s extraordinary promise of value. Nespresso has it all. And that is why we have identified Nespresso as one of the 2014 LOL Luxury Brands of the year!

Nespresso knows its target market well: coffee aficionados, devotees, enthusiasts, fans, admirers and buffs. Nespresso appreciates their need for instant gratification, small indulgences and a hassle-free luxury lifestyle. This is exemplified in features such as a pre-heating time of just 15-20 seconds and Automatic Blend Recognition technology (bar codes on each capsule tell the machine which settings to use without user guesswork).

From superior product design, functionality, packaging and brand design, to a superior user experience, to simply superior coffee taste, Nespresso is a brand you want to join and rave about to your friends.

Shortly after we purchased our Virtuoline and experienced the difference first hand, we returned to the Nespresso store in Beverly Hills that finally opened. We were greeted at the front door by the equivalent of a Maitre D’ who asked if we wanted to be seated in the coffeehouse section of the store or were interested in exploring the product section.The entire staff was in uniforms reminiscent of an upscale European boutique.

Visually the store’s architectural design is stunning and welcoming. It has a skylight above a wonderful cactus garden in the center and its storefront windows are totally open to the outdoor seating area. The service is superb in both sections! We were offered free espressos and a dark chocolate raspberry square in the product area. The place was packed with existing and potential customers when we were there.

Nespresso is fluent in the language of luxury in every single facet of its brand. We applaud this company especially for being consistent from every perspective.

As a luxury real estate marketing professional, let Nespresso be a touchstone that represents what it takes to have brand consistency. What are some ways in which you can express your own extraordinary promise of value consistently throughout the components of your personal brand?

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

True Confession: How & Why We Fell In Love with a Brand! Part 3

April 9, 2014

Whenever you are making a choice to buy a product or a service, there are two types of reasons to buy (or engage a service): logical and emotional. Emotional reasons sell you; Logical reasons justify your choice. Here are the reasons that led us to buy the Nespresso Virtuoline:

Every aspect of packaging is exquisitely designed.

Nespresso, has rekindled our love for that single special cup of coffee (or latte, or cappuccino) in the morning with a freshly baked croissant and the single espresso (with a tidbit of dark chocolate, of course) after dinner upon occasion, a lifestyle element that we so much enjoy when we travel in Europe.

Capsules contain the top 1% of coffee grown in the world. Nespresso refers to them as Grand Cru (associating with the wine term meaning first crush)

The enormous amount of crema at the top of the coffee not just the espresso is visually appealing; the texture enhances the taste of the coffee.

Brilliant engineering: The capsule spins; it uses centrifugal force to make sure the hot water hits every ground. They call this their “centrifusion TM” technology. That is the secret behind the abundance of crema.

The Virtuoline model is two machines in one (coffee and espresso). It takes up less counter space.

Easy to clean: Before Nespresso, we considered having two machines (a coffee maker and an espresso machine) a hassle. We stopped making espressos and cappuccinos at home because the cleanup involved was not worth it.

Easy to use with easy to read well-illustrated directions.

No more coffee filters to buy, and no need to measure coffee

Customer Service: We joined the Nespresso Club, which makes re-ordering capsules a breeze. They handle technical service and repairs directly.

Environmental Consciousness: Used capsules are ejected in the special container in the machine. UPS prepaid envelopes are supplied to send all the used capsules back to the firm for recycling; they are used in manufacturing the machines and new capsules.

The Nespresso brand changed our coffee drinking routine completely. We no longer drink American style coffee and we actually drink less coffee. We now enjoy the ritual of making coffee itself and take more time to savor each cup. It is a welcome lifestyle change.

Stay tuned for the final article in this series as we cover the brilliant brand strategy behind this outstanding luxury lifestyle brand.

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

Linked In, Facebook, Active Rain & Twitter

True Confession: How & Why We Fell In Love with a Brand! Part 2

April 8, 2014

A couple of weeks ago when Ron was at the Apple Genius Bar in Santa Barbara, I chose to window shop. The entrance to Sur La Table had this great presentation board (pictured above), and as I walked in one of the sales associates asked me if I would like a cup of coffee.

She opened a drawer full of jewel colored round capsules, and asked me to choose one. Then she placed it into the machine, turned a knob, pressed a button, and a cup of coffee arrived in an instant.

It was amazing that the coffee had crema (a brownish foam that forms on top of freshly made espresso). As a result, the coffee tasted as good as its aroma. I thanked her, left the store and continued my journey on State Street.

I started noticing just how much I was enjoying sipping the coffee. It was a treat, and not just a cup of coffee. It occored to me that our coffee maker at home made good, but not great coffee. If purchased the Virtuoline, we would not need that the little espresso maker (we used only once)!

Ron, here. After hearing Alexandra raving about her Nespresso coffee experience I naturally wanted to try a cup, too. So, it was back to Sur La Table for a taste. What drew me in was the huge amount of crema on top of the coffee. Crema appears on a quality espresso but rarely on coffee itself and never this much. Check out the 1” tall layer of crema in the image on the display.

They captured my attention through exceptional graphics and photography in the display and the sleek design of the Nespresso Virtuoline machine. They held my attention with a fabulous aroma, and a superb quality coffee taste. But, the texture and amount of the crema in a simple cup of coffee that was like the frothy milk on top of a cappuccino, was the clincher!

In Part 3 of this article series we will cover the final steps that prompted us to purchase the machine and become self-appointed brand ambassadors. The takeaway, so far, is this: Whenever possible, engage as many senses as possible in your luxury real estate marketing and branding initiatives.

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.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies