Combining Product, Service and Personality Branding
To understand how these three components of branding work together, think of The Four Seasons Hotel. The product they are branding is a hotel room. They are world famous for their service. From managers to bellmen and housekeepers, every employee is deeply committed to providing an unparalleled level of service. And their brand personality is one that is known for top quality. No matter where in the world you travel, if you are staying at a Four Seasons Hotel or you mention the Four Seasons brand, quality is an attribute that comes to mind.
I would be remiss if I didn’t site Apple as an example of a fully integrated branding strategy. While their product offering has grown over the years, they have stayed true to their design aesthetic and identity. When you see an Apple product you immediately know it is an Apple product. And Apple service has become legendary. Whether it’s a trip to the Genius Bar, an in-store training class, or Apple Care to cover life’s mishaps like dropping your iPad, Apple makes it easy and fun. But perhaps where Apple has excelled in the most compelling way is in personality branding. Apple is just cool. If you use an Apple product, it says something about you. It’s easy, but sophisticated. It – and by extension you – have got an identifiable personality!
Collectively, the combination of product, service and personality branding are the foundation for a successful real estate brand. They are like a three-legged stool – without one or more your brand will be out of balance and ineffective.
Wendy Forsythe is Executive Vice President/Head of Global Operations at Carrington Real Estate Services, where she is responsible for the operations and growth of the national brokerage licensed in 25 states, with 35 corporately owned and operated branch offices and more than 1,300 agents. You can email her at wendy.forsythe@carringtonres.com. To learn more about Carrington Real Estate Services, visit www.carringtonrealestate.com/join.
