The Evolution of a Brand

By
Education & Training with The Lones Group, Inc.
The Lones Group, Inc.

THE EVOLUTION OF A BRAND

In case you haven’t noticed, the Zebra Report has been given a makeover. Even zebras need to be freshened up from time to time! Basically, this is called a branding update. It’s not changing the components, or the message, or the primary colors – it’s giving our brand a tune-up. A makeover. Our zebra has enjoyed a day at the spa.

Companies do this all the time. Two companies in particular – Coca Cola and Pepsi – have done great job of brand evolution over the past 50 years. Their marketing gurus know how to take a look at what’s happening in the market and what’s happening with the consumer, and then rework their brand to better suit the needs of their ‘now’ customers. It’s very interesting to look at the evolution of their brands over the years. The elements stay the same. There are just subtle changes. But they are important changes.

So why did we freshen up our Zebra Report? For many reasons.

A major concern of ours has been that our readers – you – are busy people. They have a short amount of time to read articles online. Because our Zebra Report is sent out each and every week, we didn’t want it to get lost in the weekly communication shuffle.

We also wanted you to have a new, fresh, and better experience when you open up the Zebra Report. We wanted to continue with a similar look & feel, but also develop an easy way for you to remember our articles. So now, each week, our zebra – and other elements of our Zebra Report – will have a distinct color, which is drawn from the Design Spotlight section of the report. This gives the Zebra Report a pulled-together, cohesive feel, and will help you when you’re trying to remember an article. You’ll be able to say to yourself, “Oh, I know. It was the blue zebra from two weeks ago.” We want you to have an easy memory marker.

Note that we didn’t divert from our main color scheme: black, white, and shades of gray. We simply added a flexible accent color to create a memory marker.

Lastly, we felt that it was time to bring in a more elegant element to our zebra and our brand. We all know that zebras are black/white and can look somewhat harsh. We wanted to better match our zebra to our product line. We are not a mass-marketing company; we offer customized high-end solutions and very effective custom training. We want our brand – and our Zebra Report – to truly reflect who we are and what we do.

How does all this apply to you?

As a real estate agent, your branding says a lot about how your services will benefit potential clients. Let’s say you have personalized branding and marketing tools which were created for you ten years ago. Your brand fits you, it reflects your personality and your business, and yes, it worked wonders when you first implemented it. But how does that brand speak to clients in 2011?

Buyers and sellers in 2011 are more media and tech-savvy than ever before. They’re looking for agents who not only know their market, but who are current with the tools and marketing platforms that the most successful agents – and companies – are utilizing. You may be at the top of your game when it comes to technology, but if your marketing materials look like they were crafted ten years ago, your potential clients may not be so sure. Before you’ve even had a chance to introduce yourself and explain your services, they may have already made an assumption about you that is quite inaccurate.

Ask yourself this – does your look, or your brand, need refreshing? Does it need a day at the spa?  I want you to really think about it. I want you to think about how your sphere and clients have changed over the years, and make sure that your brand is still relevant to them.

One last thought: this week’s Zebra Report topic is so near and dear to me, that I’d like to share a recording of a presentation that I gave about branding. If you’d like this free recording, click here to download.

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By Denise Lones CSP, M.I.R.M., CDEI - The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

The Lones Group, Inc.
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Show All Comments
Rainer
14,357
Adam Aguilar
Adam Aguilar (Reliantra-Reliant Realty & Associates) - Toluca Lake, CA
Reliantra.com/Reliant, Realty~Serving Southern California

Denise, I totally agree with you. You got to keep up with the changing environment or get lost in the crowd.

Feb 18, 2011 03:47 PM #2
Rainmaker
541,032
Eric Michael
Remerica Integrity, Realtors®, Northville, MI - Livonia, MI
Metro Detroit Real Estate Professional 734.564.1519

Love how you add color to the stripes to match the scheme. Great.

Feb 25, 2011 07:15 PM #5
Rainmaker
420,595
Leslie Ebersole
Baird&Warner Fox Valley - Saint Charles, IL
REALTOR - Chicagonulls Western Suburbs

Branding is critical but overthinking a user's involvement in it may be expecting too much. We've pretty much stuck to black and gold for 155 years and it seems to work.

Zebras have stripes to blend in with the herd. Interesting choice for a graphic image?

Never the less, nice looking reports.

Feb 25, 2011 07:18 PM #6
Rainmaker
158,920
Denise Lones
The Lones Group, Inc. - Bellingham, WA
CSP, MIRM, CDEI - Real Estate Coaching & Branding

There are Always Two Sides to the Story: In an effort to clear up some of the misinformation regarding the legal action between The Lones Group v Daniel Rothamel, we would like to share our side of the story. For more information, please follow this link.

http://www.thelonesgroup.com/press.asp

 

Mar 01, 2011 06:41 PM #31
Rainmaker
151,461
Amanda Hall
DFW Living - Fort Worth, TX
Real Estate Broker - Fort Worth Texas

Thanks for posting the link to your press release. 

I am curious. What makes this whole thing go away?  Do you just want to be the only entity within the real estate space to use a Zebra?

Mar 01, 2011 09:46 PM #32
Rainmaker
315,770
Monika McGillicuddy
Prudential Verani Realty/Hampstead - Hampstead, NH
Southern NH & the Seacoast Area

Thank you for sharing that Denise. I just wish the whole thing would go away!

Mar 02, 2011 06:32 PM #33
Rainmaker
574,710
Neal Bloom
Keller Williams Properties, Weston FL - Weston, FL
Realtor CRS-Weston FL Real Estate

I don't know either of you but regardless of who is right or wrong....it totally goes against many many blogs that are written here about how not to bash a person or company by name. If there is something derogatory that needs to be posted...at least the names shouldn't be exposed. Remember the story about Courtney Love? She did a lot of trash talking on Twitter about a company...she was sued and had to pay...it's all up to the people posting to have some common sense and that could come back and bite them in the butt.

Mar 11, 2011 08:08 AM #34
Show All Comments
Rainmaker
158,920

Denise Lones

CSP, MIRM, CDEI - Real Estate Coaching & Branding
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