Shameless Self Promotion aka Branding By Jav Gonzalez

I got this from the Interwebs…So it must be true! The word "brand" is derived from the Old Norse brand meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products.

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers"[1] Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.

A brand is often the most valuable asset of a Corporation. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value.

Brand elements; Brands typically are made up of various elements: Name: The word or words used to identify a company, product, service, or concept. Logo: The visual trademark that identifies the brand. Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand. Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand. Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.

Brand elements, continued: Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink. Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example. Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked. Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken. Movements: Lamborghini has trademarked the upward motion of its car doors.

So, how do I apply this into Real Estate Marketing? Name: My Magic City; I work the city of Miami…which is known as the Magic City. Since I am an expert in the City….I added “My”, plus “Magic City” was already taken….

So, how do I apply this into Real Estate Marketing? Logo: A long time ago in another world I noticed that “farming” a specific area had certain drawbacks. I never wanted to go thru that again so I decided to be a bit broad and farm a “concept”, for this to work I needed to project “reach” and the sign post idea came to light. Wherever you travel there are sign posts pointing to “The beach, The highway, the tourist attractions”.

Logo I felt that something “whimsical” would capture my personality.

So, how do I apply this into Real Estate Marketing? know who is going to call, what they are going to ask…So you need to be prepared with answers. Also, that I was going to work a certain way, I was NEVER, EVER …let me be VERY clear here….EVER going to wear a suit, tie, socks……Hence the “Casual, Relax, Stressfree” part of the tag line Tagline or Catchphrase: When I first started in this Gig, I knew one thing that I had to have and that was to “Be Ready”, you NEVER

So, how do I apply this into Real Estate Marketing? Graphics: This was simple; we live in Miami and everyone knows us for water, sun and hot bodies (paid for)…So a beach background……and my legs (also paid for).

Graphics

So, how do I apply this into Real Estate Marketing? Shapes: Keeping with the logo concept I felt I could do something different with real estate signage. Everyone was the same; metal rectangle with lots of writing. What did customers want/need to know on the “quick”: For Sale or For Rent? Who is Selling it? Who do I contact? Where can I get more info? What better way to incorporate the logo into Shapes…”arrows”

So, how do I apply this into Real Estate Marketing? Colors: I like blue pure and simple….so blue it is.

So, how do I apply this into Real Estate Marketing? Sounds: Video? I really feel that we do not use this medium enough, it may be because of the time involved but this is something I need to do better. 98http:// 98

So, how do I apply this into Real Estate Marketing? Scents: No Clue here…my feet smell….but I don’t think it’s worth trademarking. (or is it)

So, how do I apply this into Real Estate Marketing? Tastes: Again no Clue….but some agents are known for their lack of “taste”.

So, how do I apply this into Real Estate Marketing? Movements: I can only come up with one thing here and it involves Brickell and Beach Realtors in High, really high heels……

In conclusion, if you look at these basic principles of Branding; You too can have smelly feet as your brand!