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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Topic:
Real Estate Technology & Tools
Tags:
personal branding
business branding
agent branding
real estate design
marketing
technology
media

Comments 7 New Comment

Rainmaker
420,591
Leslie Ebersole
REALTOR - Chicagonulls Western Suburbs
Baird&Warner Fox Valley

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.

February 25, 2011 07:18 PM
Rainmaker
150,290
Denise Lones
CSP, MIRM, CDEI - Real Estate Coaching & Branding
The Lones Group, Inc.

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

 

March 01, 2011 06:41 PM
Rainmaker
151,411
Amanda Hall
Real Estate Broker - Fort Worth Texas
DFW Living

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?

March 01, 2011 09:46 PM
Rainmaker
315,754
Monika McGillicuddy
Southern NH & the Seacoast Area
Prudential Verani Realty/Hampstead

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

March 02, 2011 06:32 PM
Rainmaker
573,438
Neal Bloom
Realtor CRS-Weston FL Real Estate
Keller Williams Properties, Weston FL

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.

March 11, 2011 08:08 AM
Rainmaker
150,290

Denise Lones

CSP, MIRM, CDEI - Real Estate Coaching & Branding
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Additional Information

Join Denise Lones each week as she looks at the world of real estate and the world at large from customer service to the importance of listing presentations in a one-on-one style. Denise has more than 20 years of experience as a successful agent, broker, trainer and coach. Denise is someone in the know when it comes to real estate.